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3 OCTOBER

I960

40<

a copy* $8 a

year

THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE

WDA
WD

and

KANSAS CITY. MISSOURI

announce tne appointment of
Edward Petry & Co., Inc.

as National Sales

Representative

effective October 1st

T
T
C

CAN COMPUTERS
REPLACE THE
TIMEBUYER?

The growing use of
data processors raises
a threat. Here's the ef-
fect on the buyer's job

Page 29

ABC TV launches
'shortie' plugs
on daytime shows

Page 32

Have admen lost
control over
radio/tv ratings?

Page 34

TvB backs major
competition
on research

Page 42

Transcontinent Stations

INFLUENTIAL IN PHILADELPHIA

^ ^ iEHr

Leader in Quantity, Quality and Business Establishments Audience . . . Leader in news,
and new ideas in Community Service: Latest Pulse & Hooper Total Rated Time Periods.

Another Great Storer Station Represented by the Katz Agency, Inc.

od 2 nd 1

Just as important as one's 2nd shoe is
Michigan's 2nd TV market . . . that rich
industrial outstate area made up of
LANSING-FLINT-JACKSON and 20
populous cities . . . 3,000,000 potential
customers . . . 684,200 TV homes (ARB
March '60) . . . served exclusively by
WJIM-TV for 10 years.

WJIM-TV

. Represented by Bla

JIM Radio by MASLA

MEANS

LISTENER

LOYALTY

... and 30 years of KTRH
programming has devel-
oped a pattern of listener
loyalty blanketing over 80
counties, serving over
1,087,100 radio households
and extending over 60,000
square miles. Compre-
hensive news reporting,
tasteful music, sports, farm
information and variety
give KTRH the popular bal-
anced programming that
benefits over four million
people.

50,000 WATTS - 740 KC

-CBS-
HOUSTON, TEXAS

E Vol. It. So. 40 • 3 OCTOBER I960

^ SPONSOR

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

Will computers replace timebuyers?

29 The growing use of computers by ad agencies will one day free buyers
from paperwork, upgrading their status. Here's what they can do

ABC TV launches "shortie" plugs on day tv

32 Once again ABC breaks with tradition, allows quarter-hour buyer two
separate commercials shorter than a minute. Industry ponder- out<"me

Ratings: Have admen lost control?

34 Six media pros from client and agency shops outline ratings trends and
usage at second media managers conference called by NBC Spot Sales

Radio news expanding fast

36 P art V> °f SPONSOB's series on "Radios Big New Burst of Creativity"* re-
views high spots of radio's increasing importance in national, local news

Rocks, posies aimed at station drummers

38 Oklahoma City advertisers, agencies, and merchants sound off on local
station salesmen's policies, personalities, practices, as well as pitches

Reluctant radio client ups sales

40 Raymond's of Boston breaks print-only habit, scores with 17 Sunday
newscasts on WBZ plugging Monday sales: plunges into 52-week contract

Agency uses fm in self-sell

Off-beat commercials in a fable format, plus cultural programing is
promoting advertising

41 Off-beat commercials ui

the Zakin Co."s formula for selling itse

TvB backs top-level research competition

42 For the first time, industry is soliciting the research ideas of acade-
micians nationally in search for new insight into tv's effect on people

FEATURES

58 Film-Scope

24 49th and Madison

64 News & Idea Wrap-Up

6 Newsmaker of the Week

64 Picture Wrap-Up

82 Seller"* Viewpoint

50 Sponsor Isks

1 1 Sponsor Backstage

60 Sponsor Hears

19 Sponsor-Scope

84 Sponsor Speaks

4 7 Spot Buys

84 Ten-Second Spots

1 5 Timebuyers at Work

80 Tv and Radio Newsmakers

48 Tv Results

57 Washington Week

Erai

iriel, Circulation <■•
r. Telephone MUrrey

I 8-2772 Chicago Ofice. 612 N. Michigan Ave. Phone. Superior 7-9863. ■ irminghar*
urr.ee 3617 8th Ave. South Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore 11. Md
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a
year. Other Foreign countries SI I per year. Single copies 40c. Printed <n US. A Aooreu
all correspondence to 40 E. 49th St.. N Y 17 N ' MUnay Hill 8-2772 Published weekly
by SPONSOR Publications Inc 2nd class postage paid at Baltimore. Md

SPONSOR • 3 OCTOBER 1960

RADIO-ACTIVE...

JOE VAN

Not since the "Housewives
Protective League" has any <
person or one program dedi
itself so completely to the ,

IS -iii/'i-J? AM

''Van" Wagon in ^he. v^r^SW^r*^ ^ —

J***

-fc=,

Detroit area is a little pleasiire"^^,,^

-.. W.io*

the Mrs. of the house wouldn't bjj mmm ~~i

^MflEfli

without. And with good reason! 4

mlt

Joe's got 'em coming and going.

One day he's promoting the
Joe Van "Step-Saver" contest

and giving away expensive

perfume like he's Madame

' V

Schaperelli . . . the next, he's got

them chuckling over one of his

. i

neighbor's running battles with

; '-/\. ■•■■■■■ •

rf "

the milk man. Folks just can't

/ \

listen without being receptive.
And that's when our Mr. Van
puts the message across.
Easily, one of Detroit's most
accomplished salesmen . . .
and the June Pulse . . . he's the
No. 1 boy in the area.

MONDAY - SATURDAY

10 a.m. - 1:30 p.m.

An RKO Genera/ Star/on

ROBERT E. EASTMAN & CO., INC. t

•

50,000 Wafts • 800 KC

Essex Broadcas»ers , Inc.
_ . I

RadORCP «-»— ■ u— — . .£J

■SPONSOR • 3 OCTOBER 1960

in Madison, Wis.
you buy MORE

with

WKOW

listeners per home

adults per home

homes per week

(cumulative 9 AM-6:30 PM)

11 County

AREA PULSE

Mar., 1960

Jn Madison, Wis. where the
city income per family is
§8,345 and in the 1 1 county
Pulse area of 117,800 radio
homes, WKOW, 10,000 watts
at 1070 Kc, delivers a power-
ful selling sound to mature
people who can buy.

For detailed analysis
call Headley-Reed.

ilVJ RADIO

POWERFUL RADIO STATION

NEWSMAKER
of the week

Scarcely half a dozen "good" new shows are to be found
among network fr's "giggle-fesC according to Art Durum,
Fuller & Smith & Ross senior v.p. for radio /tv. His unit
is undergoing a major realignment designed to unleash him
for program development and attracting new clients to FSR's
concept that quality, not cost-per-thousand, should come first.

The newsmaker: Arthur E. Duram. with Fuller & Smith
& Ross a decade, began as radio/tv director, rising to v. p. in '53,
board of directors in '55, and in '57 became radio/tv senior v. p.
Previously he was at CBS where he served as market research direc-
tor and later national sales manager of the radio and tv networks

Duram feels that a pitched battle is coming between agencies which
program strictly on a cost-per-thousand basis and those that empha-
size "interesting, stimulating"" pro-
grams the viewers of which are ^flHfe
"active" not "passive." "Cost-per- #^P
thousand is important."' says Dur-
am, "but it should not be an end
in itself. You can get good cost-
per-thousand with good program-
ing, but for effective advertising
the prime consideration has to be
the viewers reaction to the show."
Based on the mediocrity he sees in
current programing, Duram ex-
pects to find many network tv cli-
ents susceptible to an agency pitch rt ur t)uram
geared to a more qualitative approach.

To provide Duram with the time to concentrate on programing
and new business. FSR has shifted some of his other responsibilities
elsewhere. Taking over the new post of radio/tv manager is Edward
H. Mahoney. who served as broadcast v.p. with Cunningham & Walsh
and before that at Benton & Bowles. As administrative head of the
department. Mahonex reports to Duram. and he takes on complete
responsibility for running the commercials division, with the excep-
tion of production which will be administered b\ Peter Cardozo, v.p.
and radio/tv copy creative director.

B\ "good" programs, Duram does not mean culturally so. though
the latter might meet his standards. He's talking about programs
that reach the type of audience the client is after and hold that audi-
ence's intense interest. Mass is important but all programs get mass,
he maintains. The crucial question for Duram is "What's that viewer
doing while he's watching?"

Perry Mason, Dinah Shore, Omnibus, and Project 20 meet Duram's
standards. Among the new shows, he expects The Lau and Mr. Jones.
Route 66, and The Witness to make the grade.

SPONSOR • 3 OCTOBER 1060

yrgg™ WHITE

would have relished running station WPTR

The sage of Emporia was one of the heroes who made communi-
cations what it is today. He'd have relished running WPTR.

Its informal, individualistic spirit, its up and go, its entire modus
operendi would have suited him to a T. Like White, WPTR
believes that the primary function of any media of communica-
tions is to communicate. That's why (tho music is an integral
part of our programming) news comes first.

To cover the news WPTR receives reports from correspondents
around the world. The amount of contributors is fantastic —
almost a million! At the local level 5 mobile units work round
the clock. When it's helpful there's even a helicopter available
which broadcasts traffic and highway road conditions and covers
other important events. The quality of this news is evident 48
times a day. That's how often newscasts are scheduled. News
in depth is on the hour. Commentary— at least 12 times a day.
Editorials when necessary.

When you couple this with a public service drive for every
worthwhile cause that comes along, you've got responsible
broadcasting at its very best. And from an advertising standpoint
—responsive listenership second to none in this 2,000,000 plus
market.

Perhaps that's why local sponsors give it more advertising than
the next three stations combined— and why it carries more total
advertising than the next two put together. Represented nation-
ally by Robert E. Eastman & Co. In New England— by Foster &
Creed.

tEOPLE J. A^%- 50,000 WATTS
ALBANY-TROY- SCHENECTADY

Duncan Mounsey, Exec. V.P. — A division of SCHINE ENTERPRISES.

NSOR • 3 OCTOBER 1960

117 II III IKKRS

STARRING

Iff MARIAN

All 117 programs sold on first presentation
to WPIX, New York . . .WGN-TV, Chicago
KTTV, Los Angeles... WMAL- TV, Wash-
ington, D. C....WBRE-TV, Wilkes-Barre-
Scranton . . .WALA-TV, Mobile. Many other
stations in negotiation. Your MCA TV film
representative can arrange the same
profitable deal for you. Call him today!

it|03l 598 Madiscn Avenue, New Yo[k 22 > New York

tv filmS^cS PLaza 9-7500 and principal cities everywhere

Produced by Latimer Productions with Revue Studios facilities

LIMELIGHT ... the Fine Music design for

discriminating KBUZ listeners . . .

Attracts and holds early morning and late

afternoon audiences who appreciate the finest and show their

appreciation with sponsor results . . .

KBUZ, best Fine Music buy in the booming-buying Southwest

, . . where advertising is limited timewise,

screened tastewise . . .

'*-&--,

3est Fine Radio Buy In The Boom i ng-Buy i ng Southwest

KBUZ

< by Broadcast Time Sales

Phoenix

SPONSOR

Executive Vice President

Bernard Piatt
Secretary-Treasurer

Elaine Couper Glenn

v EDITORIAL DEPARTMENT
Executive Editor

John E. McMillin

Managing Editor

Alfred J. Jaffe

Midwest Editor (Chicago)

Swen Smart
Film Editor

Heyward Ehrlich

Walter F. Scanlc
Michael G. Silve
Ruth Schlanger

Art Editor

Maury Kurtz

ers* Service

. Wiggins

ADVERTISING DEPARTMENT
Sales Manager

Arthur E. Breider

Eastern Office

Wlllard Dougherty

The Gordon Broadcasting Company

KQBY ... San Francisco — KSDO ... San Diego — KBUZ . . . Phoenix

Herb Martin
Midwest Manager

Western Manager

George Dietrich

CIRCULATION DEPARTMENT

L. C. Windsor. Manager
Virginia Markey

ADMINISTRATIVE DEPT.

S. T. Massimino, Assistant to Publisher
Laura O. Paperman, Accounting Manager
George Becker; Anne Marie Cooper;
Michael Crocco; Syd Guttman; Willce
Rich; Irene Sulzbach; Dorothy Tinker;
Flora Tomadelli

SPONSOR • 3 OCTOBER 1960

by Joe Csida

Sponsor
backstas

Exhibitors stir up new anti-pay tv wave

Meanwhile, back here in Hollywood the na-
tion's motion picture exhibitors are sounding the
call to arms again, loud and very clear. When
Tom O'Neil's RKO General operation filed an
application with the FCC last June, requesting
permission to make a $10,000,000 three-year test
of the Zenith Phonevision system in the Hartford-
New Haven area on their uhf station WHCT-
TV. the exhibitors hastened to rally their forces anew.

Last week, out here in Los Angeles, the vanguard of these forces,
in the form of the Theater Owners of America and the American
Congress of Exhibitors, held their annual convention. High on the
agenda was pay television. The disheartening (from the exhibitor
viewpoint I admission leaked out that few exhibitors had responded
to the efforts of the TOA to raise funds to wage an all-out campaign
against pay tv. But now that the FCC has announced, in connec-
tion with the O'Neil request, that the Commission will conduct a
full inquiry into the pros and cons of pay television, the exhibitor
leaders feel their members will realize the great urgency for an all-
out battle.

They are trying to raise better than a quarter of a million dollars,
and in the meantime, they are hustling the public's signatures on an
anti-pay tv petition via members' theaters. At the time of the con-
vention they claimed to have about 15 million signatures. They're
shooting for 30 million. The drive of course, is directed toward
getting legislation introduced into the next session of Congress, out-
lawing all forms of home pay television.

Convention leaders stress threat of extinction

The TOA leaders really pulled out all the stops at this get-together.
Mitchell Wolfson, president of tv station WTVJ in Miami and the
prosperous Wometco theater chain, told the pay tv panel at the meet-
ing in flat terms that if pav tv became a reality it would mean the
end of the nation's theaters. He said it would wipe out investments
of over S2 billion, which exhibitors have in their theaters today, and
would put 150.000 theater employees around the country out of work.

It was Wolfson's further point that not onlv major forces in the
television industry itself, and major motion picture producers and
distributors were ganged up against the exhibitor in trying to bring
pa\ tv into being, but that the nation's newspapers and magazines
were on the pay tv side. Their angle, according to Wolfson, is
simph that they would love to see the end of free tv so that those bil-
lion dollar tv advertising budgets would then have to be spent sub-
stantially in printed media.

The TOA attornev. Marcus Cohen, told the group that he welcomed
the upcoming FCC inquirv. He claimed that this would be the first

SPONSOR • 3 OCTOBER 1960

wmca

PRO. r 1 1. Hi!

John Joseph McSweeney

■ There are some purists who resent
any attempt to compare John Joseph
McSweeney with George Bernard Shaw.

■ At eight, John was a grocer's assis-
tant; at 17 the assistant manager with a
weekly salary of $28. Foresaking mate-
rialism, JMcS resigned and took a $13
cut by joining the NY Sales Department
of the Chicago Tribune where after IVz
years of dedicated service he was able
to recover 10 of the original 13 dollars.
Married at 20, he left the Trib and joined
Paris and Peart as assistant media direc-
tor, rising to Proctor and Gamble heights
within a year at the Compton Agency.
Then 5 years as a radio rep for John E.
Pearson, and in 1948 -WMCA, where
he is sales manager. ■ The comparison
with GBS? The master once wrote,
". . .The people who get on in this world
are the people who get up and look for
the circumstances they want, and, if they
can't find them, make them ..." ■ And
of course, they're both Irish.

the Straus broadcasting group

wmca

NEW ■ YORK M

wbny

BUFFALO ■ Jack Masla & Co., in

rpi

RADIO PRESS INTERNATIONAL

NEW B YORK AM Radio Sales

Here's the prescription for
sales success: advertise on
WPAT. A balm to Greater New
York, we're a positive tonic to
the men who make and market
America's leading drug products,
cosmetics and toiletries. Listened
to throughout 31 counties in New
York, New Jersey, Pennsylvania
and Connecticut where more than
17,000,000 people live, work and
buy in more than 5,000,000 radio
homes, WPAT is heard and pre-
ferred, among other places, in
more of the Metropolitan area's
6,000 independent retail pharma-
cies than any other station. That's
what we call point-of-purchase
penetration in depth. And there's
no doubt that it moves merchan-
dise. Which probably explains
why our drug product, cosmetic
and toiletry advertising has in-
creased 327% in the past three
years, thanks to advertisers like
these : Bell Mack Laboratories, A .
Brioschi, Bristol-Myers, Colgate-
Palmolive Company, Coty, Lever
Brothers, Miles Laboratories,
Pomatex, Prince Matchabelli,
Schick, Shampion, Shulton,
Squibb Pharmaceutical, Sterling
Drug, Warner-Lambert Pharma-
ceutical. All of them have adver-
tised on WPAT ... the station
with the look of success.

WPAT

WPAT-FM

Sponsor backstage

time that the exhibitors would be able to ask the pay tv proponents
specific questions, and to get answers under oath as to their exact
programing plans. He pooh-poohed the oft-repeated general state-
ment made by pay tvites to the effect that they would give the public
top Broadway shows, brand new multi-million dollar motion picture
releases, major sports events, etc. He said that the Hartford RKO-
General-Phonevision application to the FCC ran almost 200 pages,
and that only three pages dealt with programing at all. And that
these three made only generalized promises. There is little doubt that
when the FCC hearings begin, the exhibitors will make use of the
odd programing deals Matty Fox had worked out in his Skiatron
pay tv efforts with entrepeneurs and sports operators.

A Boston exhibitor. Sumner Redstone, told the panel that thev
should battle the argument that pay tv won't kill theaters any more
than tv killed radio, radio killed records, etc. Pay tv and the the-
aters will be offering precisely the same product to the public, he
said, and the competition will be deadly. Redstone told the exhibi-
tors that if they thought drive-in theater competition, with its "dol-
lar-a-car" deal was rough, they would be horrified at what pay tele-
vision's "dollar-a-home" would do to theater business.

None of this exhibitor activity, however, seems to be slowing
down the powerful men and groups who believe in the future of pav
television. Word comes from Etobicoke (the Toronto suburb where
the Paramount Telemeter division is in the sixth month of its coin-
slot pay tv experiment), that 5.500 families in the area are now sub-
scribers to the service. When the project started, the operators set a
goal of 6,000 homes. There are no facts really available yet as to
how much the subscribers are spending, what programs they're view-
ing most, etc. The major portion of the Canadian programing, how-
ever, has been current motion pictures.

Teleprompter's plans in the pay tv field will get under way via a
Community Antenna TV operation the firm runs in Liberal, Kansas,
in the not too distant future. And even abroad the pay tv bug is
biting. In England, a company called Relay Exchanges formed a
separate wing to provide pay television services, if, as, and when
the government okays pay tv. This is called Rentaslot Television.

FCC hearings should shed new light

You may recall that the FCC got its wrist slapped a couple of
years ago when it indicated it would okay some pay tele testing.
If I recall correctly it was Oren Harris, our Democratic friend from
Arkansas, who led the Congressional contingent which chastised the
Commission on that occasion. But last spring, you'll remember, the
Commission set up some new rules under which pay testing might
be conducted, which seemed to meet more favorable Congressional
reaction. The upcoming hearings will no doubt shed more light on
pay television activity than any other development in the 15 years
that pay tv has been pushed by its proponents.

My own feeling, as I've said in numerous previous pieces, is that
in some form, sometime, sooner or later, pay television in the home
as well as in theaters is inevitable and. indeed, desirable. I think it
is vitally necessary that careful controls be set, that very intelligently
devised ground rules be laid out. But in the final analysis the eco-
nomics of pay tv. and the type of entertainment it will eventually
bring into the average American home add up to its inevitability. ^

SPONSOR • 3 OCTOBER 1960

Lovable Huckelberry Hound,
crowned "King of the Campus
and Community," at Ohio State

University's Homecoming, was a
sweetheart of a promotion
by WTVN-TV, the
Taft Station in Columbus.

everybody's

sweetheart

It's typical of the unusual and

appealing promotions that have
made the nine Taft Stations so
popular and well-known by more
than 8 million people in Cincinnati,

Birmingham, Lexington, Knoxville

and Columbus. Dynamic Taft Station

promotion builds larger, more

receptive audiences for your

goods or services. This is another

reason why your advertising

dollars earn more on Taft Stations.

r~e». d i o

fi«^ El d ESfc

SPONSOR • 3 OCTOBER 1960

IN PITTSBURGH

Take TAE
and See

TAE -Time is ABC -Time!
Let Pittsburgh's hottest
adjacencies carry the
ball for you this season.

wX AE

m ".vB3

REPRESENTED BY
THE KATZ AGENCY

Timebuyers
at work

Joe Hudack, broadcast media supervisor at Warick & Legler, New
York, feels that "the basic consideration for media selection for
most packaged goods is audience turnover — reaching as many new
and different homes as possible within the designated budget. Even
so-called 'domination of a single medium' does not necessarily mean
that the broadest audience reach
can be achieved unless schedules
are constantly evaluated and im-
proved. Therefore, when broadcast
schedules have been established,
especially in spot radio and televi-
sion which allow more flexibility.
we do not believe in 'standing pat'
with the original buy. Constant
examination of spot and network
proposals can provide the oppor-
tunity for working out various
broadcast combinations which
could result in attaining the desired audience turnover. Admittedly, a
continuous policy of change and improvement throughout the year
does create a heavier workload at the agency, but in many cases, hel ; s
maintain maximum efficiency. Another important factor is the coop-
eration of the broadcast sales reps' presentation of competitive pro-
posals. We are always eager to evaluate what they have to offer."

Doug Humm of Charles W. Hoyt, New York, is of the opinion that
"knowledge of the client's product and its distribution patterns is a
must for the timebuyer. Attendance at client-agency meetings is a
great help in educating him along these lines. Once he has a firm
grounding in the product's values and its channels of distribution,
he's in a position to act effectively.
^^^j^^^ He may learn that for a given cli-

jpP ^V ent the initial emphasis should fe

'm on selling the distributor, whole-

I saler, and retailer. After all if the

goods have not yet found their way
V to an ample number of dealers'

T^ ' shelves, it isn't enough to corn-

ea, i municate with the consumer. And,

^fl|0^|k 4jm ^Hk^^ when the

^5%/-%^^^ W^ ^H sells the consumer," continues

2B* ^E- ^^kfi&^l Doug, "there are differences in ap-

proach. Ratings don't necessarily
play as important a role in your strategy, and merchandising support
takes on more significance. In other words, it's always important to
bear in mind audience selectivity as well as quantity. And remember,
knowledge of product means a lot more than what the package looks
like. Most effective timebuying is that which keeps marketing in mind."

SPONSOR • 3 OCTOBER 1960

IN PITTSBURGH

Take TAE
and See . . .

how top TV pro's
help good selling
messages sell better

BEHIND THE CAMERAS
WTAE department heads average
fifteen years of experience in broad-
casting. Engineering and directorial
personnel average eight years in TV.
These professionals provide the deft,
sure performance and bright pro-
gramming that is a WTAE trademark.

BEFORE THE CAMERAS

The tri-state's best known performers
give extra personal sell to every mes-
sage they deliver. Among them are
the first news and sports broadcasting
team ever seen on Pittsburgh TV and
the first women's affairs director. In
total, there are eleven on-the-air per-
formers who average more than nine
years TV experience. Take TAE and
see how they sell for you.

BASIC ABC IN PITTSBURGH

wTae

now...bi or zutn uentury-Fox s '

ith many '57's and '58s, featuring

rlon Brando, Anthony Quinn Burt Lancaster, Dorothy McGuire, Cary Grant, Ann Sheridan Edward G. Robinson, Susan Hayward

'VIVA ZAPATA" "MR. 880" "I WAS A MALE WAR BRIDE" "HOUSE OF STRANGERS"

12 I Academy Awards and Nominations in NTA's

nost memorable reature rums

Today's Top Film and TV Stars

1 61 for 61 package

Now... comes the first major package of Post-'48 feature films for
television. Produced by that master studio, 20th Century-Fox, many
of these dynamite-laden feature films are pre '57's and '58's. And
they feature today's stars today! Many players in them are top tele-
vision stars today, as well as big current motion picture draws.

In NTA's "61 for '61" Package, too, are winners of 42 Academy Awards
and Nominations. Produced at a cost of $75,000,000, they are superior
to most network "specials" — in star value, in property value and in
attraction value. And they also include a few all-time classics, such as
"Berkeley Square."

Some of the biggest box office grossers of all times, they're sure to
win big audiences and big ratings, as they reach television screens
throughout the nation. Safeguard your market- protect the prestige
of your station -by making plans to obtain them for your city today.
Get in touch with your nearest NTA Sales Office-this moment even
-or with

E. Jonny Graff, V. P. in Charge of Sales, Eastern Div.,

10 Columbus Circle • JUdson 2-7300

Berne Tabakin, V. P. in Charge of Sales, Western Div.,

9570 Wilshire Blvd., Beverly Hills, Calif. • CRestview 4-0411

NTA

10 Columbus Circle,
New York 19, N.Y.
JUdson 2-7300

FLASH; Here are the stations that already own this package, Today!
Albuquerque, KOB; Cincinnati, WLW-T; Fort Smith (Ark.), KFSA; Hart-
ford, WHNB; Kalamazoo, WKZO; Knoxville, WATE-TV; Las Vegas, KLRJ;
Miami, WCKT; New York, WNTA-TV; Omaha, WOW; Philadelphia, WRCV-TV;
Phoenix, KPHO; Providence, WJAR-TV; Rock Island, WHBF; Salt Lake
City, KTUV; Spartanburg (S. Car). WSPA; Springfield (Mass.), WHYN-TV;

This year more than ever

New York audiences are watching
network quality entertainment
every night on WPIX-11,
the prestige independent.
Advertisers are selling with
minute commercials in this
"network atmosphere"
during prime evening hours!
No other station provides this
kind of selling opportunity
in New York - Prime Time Minutes
in so many good looking programs.

the prestige
independent with
network
programming !

M SQUAD

AIR POWER

MAN AND THE CHALLENGE

MIKE HAMMER

MEN INTO SPACE

HIGH ROAD

HOW TO MARRY A MILLIONAIRE

SAN FRANCISCO BEAT

THIS MAN DAWSON

TARGET

NEW YORK CONFIDENTIAL

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MEET McGRAW

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STATE TROOPER

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TRACKDOWN

SILENT SERVICE

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MR. ADAMS AND EVE

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AND MANY MORE

where are
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tonight?

Most significant tv and radio

news of the week with interpretation

in depth for busy readers

SPONSOR-SCOPE

3 OCTOBER I960 Three tv perennials from the food field have likewise turned to spot radio for

sponsor The trio: Skippy Peanut Butter (Guild, Bascomb & Bonfigli), Nabisco (McCann-Erick-

publications inc. son) and Maypo Maltex (Fletcher Richards). All are using minute announcements.

SSC&B, says it bills $65 million, underwent last week the first upper echelon
realignment the agency's had since Brown Bolte came in as president.

The motive for the shuffle as put out by the agency: get a wider spread of people respon-
sible for running the agency and the account.

Effected by the changes:

Raymond F. Sullivan: moves from chairman of the board to chairman of the execu-
tive committee. Brown Bolte: switched from president to vice chairman of the board. Al-
fred Seaman: from executive v.p. and creative director to president. S. Heagan Vayles:
from vice chairman to chairman of the board. Seaman came from Compton where he was
also creative director.

Broadcasters are genuinely worried lest the FCC separate and reassign stations
to drop in extra licensees.

Such a situation would undoubtedly be followed immediately by a demand for reduced
station rates on the basis of lesser coverage.

And added competition between stations could lead to wilder discounting and finally, a
complete mockery of the rate card system.

Such a broadcaster's loss might be an advertiser's gain : the more sellers in the business,
the more the market might favor hard-hitting buyers.

This is not idle talk: Commissioner Ford has labelled separation one of the first
orders of business for the FCC this year.

ARB will drop the decimals from its local rating reports this fall.

Reason behind the move is to remind subscribers that ratings are subject to statistical
errors. There's no real difference, for example, between an 18.1 and an 18.4. When deci-
mals first came into broadcasting, the motive for introducing them was to urge people to
believe the figures were really as accurate as they seemed.

The new ARB policy of whole numbers probably won't have any impact on
the radio research services, where there's still a big difference, say, between 1.5 and 2.4
— scores that would both show up as 2 under a no-decimals system.

000.

National spot tv ran 9.7% ahead of the like year period of 1959.

The 1960 second quarter gross billings as reported by TvB via Rorabaugh: $160,644$,-

An index to the heightening of the battle for nighttime audiences among tv net-
works: they're spending a lot more than ever for program spotlight ads in the
newspapers.

This may serve as something of a barometer: SPONSOR-SCOPE learned from the New
York Times that the billings from this source so far are 10-15% over the fall level of 1959.

SPONSOR • 3 OCTOBER 1960

SPONSOR-SCOPE continued

Automotive tv spending will top $75 million in 1960, says TvB.

That's more than 25 per cent ahead of last year's national and regional figure, while of
the 1960 dollars more than forty cents is going into compact car advertising.

In the first six months of 1959 and 1960 spot hillings rose from $4.8 million to $9:6
million, while network billings ascended from $19.2 million to $22.3 million.

The four biggest spenders were: GM, $10.5 million; Ford, $8.4 million; Chrysler,
$6.5 million, and American Motors, $2.0 million.

Fm radio will be standard equipment on more and more new cars.

Capitalizing on the trend, the current Harper's magazine has a selective list of 44 fm
music stations; drivers are urged to keep it in their cars.

Good news for fm, meanwhile, is in Chrysler's order for a five-minute daily
news strip on 27 fm stations, including the QXR network.

Yet another encouraging note in the New York Daily News' interest : it purchased
a piece of WNCN, part of the Concert Network. (The News' tv outlet is WPIX.)

Making itself increasingly evident to marketingmen are the advantages of spot
media as tools for quick action once a marketing problem has been recognized.

It is this superior flexibility that makes it possible for an advertiser to plug up the com-
petitive weak spots within two weeks after the issuance of a Nielsen Grocery Index.

As one media director put it: the packaged goods field actually lives on an every
other month basis (the Nielsen GI calendar), making media buying by necessity more and
more of a hand-to-mouth process.

NBC Radio shows a quarter in the black for the first time in a decade.

Its third quarter of 1960 — the first quarter of fiscal 1961 — reportedly had a total of $1.2
million in sales, largely due to L&M, Chesterfield, American Motors, and Curtis Publi-
cations.

A lot of admen are rediscovering that the best things in life are free.

Take the ADA's pronouncement on Crest, which still has some people scratching their
heads.

Crest zoomed ahead 60 per cent in sales in the first 30 days afterwards, but
the boom fell most heavily on P&G's other brand, Gleem, which suffered a 13 per cent
loss. (The other heavy losers were Pepsodent, Ipana, Stripe, and Colgate, in that order,
which dropped between six and three per cent each.)

The toothpaste turmoil recalls the reaction of the tobacco industry to endorsements by
consumer magazines on filters.

Agency-controlled tests, some admen are muttering, never carry to the public the
authenticity of bona fide free and independent endorsements.

Here's a wide open opportunity for air media: inducing the frozen foods in-
dustry to come in on a broad campaign which would (1) tell the part that these
vittles play in today's way of living and (2) promote the industry as a stable, pro-
gressive force.

Frozen foods, marketingmen say, are going through a new phase of their manu-
facturing and marketing evolution and their place in the consumer habit pattern. Their
use in meal planning and preparation are in need of clearer understanding.

SPONSOR • 3 OCTOBER 1960

SPONSOR-SCOPE continued

International Harvester will make its bid for the small truck market early in
1961 when it introduces a compact version of the Travelall (Y&R).

The new product will launch a counterattack against the gains made by Volkswagen trucks
and will use general consumer ads, not just farm media.

Sponsors of tv programs with provocative public informational contents can,
in a way, take heart from the Nielsen measured tune-in of the first of the Kennedy-
Nixon debates.

The viewer returns by the time SPONSOR-SCOPE went to press were only in from the
New York metro area but the figures sufficed to show that if you give them something in the
service sector of real moments and excitement the medium can lease them to their
sets in hordes.

What the Nielsen 17-county count disclosed: (1) a cumulative rating for the net-
works of 62.2, or 2,581,000 homes; (2) a share of 75%, as against 25% for the other four
stations in the market; (3) the average check was poised on the debate 85% of the full hour;
(4) the sets-in-use jumped to 72% as compared to 52% for the week before.

Chicago agencies NL&B, T-L, and Burnett have IBM machines working to fig-
ure out just what those complicated tv station rate cards really mean.

So many apparent discrepancies between estimated costs and the actual billings

have come up that the reps have washed their hands of the whole matter, turning rate cards
over to buyers and saying, "You figure it out." (See Automation story on page 29.)

Before bringing up its new program formula for approval at a meeting with af-
filiates in New York last week, CBS Radio demonstrated its own system for alerting
network stations to news flashes, on-the-spot coverage and national emergency an-
nouncements.

The name of the CBS signaling system : NetAlert.

As described to the affiliates, NetAlert provides six different alert systems, each composed
of from one to six virtually inaudible pulses of less than one-thirtieth of a second duration and
they are transmitted at a fraction of the normal program sound level.

Significant note by the network's president, Arthur Hull Hayes: NetAlert opens the
door to eventual automation of certain phases of station operation. NBC Radio in-
troduced a similar device in November 1956, called the Hotline.

Shades of the early 1950s: agency executives are getting out on the road to see
what they can do about clearing time for their network shows.

What obviously has brought this about is heightening competition between ABC TV
and NBC TV for clearances in two-station markets particularly and a tendency among
more and more stations to hold out evening period for syndicated or local service
programing.

To make sure his client got the markets he needed (in fringe time) one agency media
director has just completed a tour of 24 markets, with the result that his Sunday
night show will have a potential reach of 91% of all U.S. homes.

Early morning station clearances for network programs are now a lot easier
to get than they used to be.

Massey-Ferguson's Today on the Farm (NL&B) started 1 October on NBC TV Satur-
days at 7 a.m. with 120 affiliates to start, but back when the daily Today show first began
only 63 stations were on its original list.

• 3 OCTOBER 1960 21

SPONSOR-SCOPE continued

Automotive spending in smaller radio markets is heading for its second straight
annual record in 1960.

The auto and truck advertisers will probably top last year's mark by 100%, says Key-
stone's Sidney J. Wolf, recalling that 1959 auto spending also set a record of sorts.

Small town sales now account for one-third of automotive buying, and note that
merchandising cooperation between small radio stations and auto dealers usually
isn't duplicated in the larger cities.

There are 11 automotive brands, some of them on 52 week campaigns now using those
1,112 Keystone stations.

NBC TV scored a newsbeat on the two other networks in being the first to get
its newsfilm cabled into Eastern European countries.

UN appearances by Eisenhower and Khrushchev were cabled to the Eurovision network
via NBC's cable link to the BBC.

DX Sunray's focus on farm radio in its 16 states is coming of age.

Next week its farm information show on 26 stations celebrates its 500th broadcast; agen-
cv is Potts- Woodbury.

Sperry and Hutchinson's S&H Green Stamps (SSC&B) won't mention its serv-
ice or its clients in its local tv campaigns to promote retail trade.

They've ordered half-hours for a film on all four Chicago stations promoting retail busi-
ness but with nary a mention of their stamps or their 5,000 clients.

Broadcast cooperation is paying off better than competition in Medford, Ore-
gon.

Five radio stations and a tv outlet pooled forces for a two-hour simulcast to promote
Medford's fall retail promotion, and for three days before all the stations were actually
cross-plugging each other.

The stations were: KBOY, KDOV, KMED, KWIN, KYJC, and KBES-TV.

Similar to the Broadcast Media Association of Medford is a media association of
Rockford, Illinois, which through Howard Monk Agency will spend $10,000 to interest
Chicago agency people in the market, Illinois' second largest.

Besides three radio and two tv stations, the Rockford group also includes two daily news-
papers.

Tobacco advertisers are chain-smoking up more tv time than ever before.

Their gross time billings for the first six months of 1960 were S59.0 million, compared
to ^52.9 million for the same period in 1959, a "cording to TvB.

Network is getting more of this than spot, but the percentage increase over last year shows
that spot is swelling faster than network.

The network figure rose from $37.9 million to S39.4 million— a $1.5 million increase-
but the spot expenditure went from $14.9 million to $19.6 million for a bigger $4.7 million
increase.

Here's how the tobacco companies ranked as tv spenders in the semi-annual
1960 report: R. J. Reynolds. $10.4 million: Brown & Williamson, S9.1 million:
P. Lorillard, $8.6 million; American Tobacco. S8.6 million: Philip Morris, $8.2
million; Liggett & Myers, $6.8 million; Bayuk Cigars, $4.0 million, and Consoli-
dated Cigar, $2.2 million.

For other news coverage In this tasue, see Newsmaker of the Week, page 6;
Spot Buys, page 47; News and Idea Wrap-Up, page 64; Washington Week, page 57; sponsor
Hears, page 60; Tv and Radio Newsmakers, page 80; and Film-Scope, page 58.

SPONSOR • 3 OCTOBER 1960

This

status symbol
you have to
lug around

This one you can
see anywhere

Carrying an attache case
won't make you a vice-
president overnight. Putting
advertising on KPRC-TV in
Houston. Texas, won't do it
either. But it will help you
make sure your customers
see your commercials in a
clean, crackly environment with an inviting, colorful presentation.
Use KPRC-TV in Houston. Commercials on KPRC-TV have a
better chance of getting read, heard, seen, remembered and acted
upon. Besides, they look good. And they cost less than you think.
See your Edward Petry & Co. man. Use KPRC-TV. Channel
2 in Houston for your next Houston sales campaign. KPRC-TV,
NBC in Houston. Texas.

Courtesy of Hammermill Paper Cc

SPONSOR • 3 OCTOBER 1960

The WSYR MARKET

IS BIGGER

delivers 85%

more radio homes

than the No. 2

station

The WSYR-Syracuse market em-
braces 18 counties, and 1.6 mil-
lion people with a $3 billion buying
power.

WSYR coverage

equals that of die

next two stations

combined

Top programming . . . top per-
sonalities . . . top facilities make
the difference.

WSYR leads in public service and
public response!

•All figures NCS No. 2, weekly coverage

The NBC Statio
Covering the full Syraeu

WSYR

49th and
Madison

Picking up the scent

Your 19 September issue of sponsor
requests information as to whether
any other radio station has female
account executives ("News & Idea
Wrap-Up" I. I am sure that KOOO
is an excellent operation but I know
we at KSTT are not alone in having
a female account executive.

We have had one for approxi-
mately three years, and before that
she was employed by another radio
station in this same market. So much
for KOOO's claim to exclusivity.

I am sure that your next issue will
publish a long list of those other sta-
tions having such personnel; just add
ours to the list. I can also envision
claims for the oldest in service, the
oldest and/or the youngest, and pos-
sibly the prettiest. When you get to
the claims of sexiest, please send me
a list of names, addresses, and phone
numbers.

Frederick Epstein

president

KSTT

Davenport, Iowa

Kudos

Congratulations on the piece on cake
mixes. I think it was extremely well
done, informative and very fair.

Robert L. Foreman
executive v.p.
BBDO, N.Y.C.

Credits & debits

Thank you so much for the splendid
Brylcreem-K&E articles.

We are grateful for this kind of
coverage because it exposes some of
the top work we are doing for our
clients.

D. C. Stewart

president

Kenyon & Eckhardt, Inc.

New York

I read with interest your story "Ac-
tion Tv Shoots Brvlcreem to Top" in

the 19 September issue. The remark-
able success of this fine product was
certainly worth documenting and is
undoubtedly largely due, as you in-
dicate, to the part played by Kenyon
& Eckhardt.

However, let's give credit where
credit is due. Brylcreem's successful
introduction and its healthy initial
sales rise were achieved while the ac-
count was at Atherton & Currier. Inc.
(now merged into Kastor, Hilton.
Chesley, Clifford & Atherton, Inc.).
The significant achievements of get-
ting the brand off the ground uere
superintended by Bill Atherton and
J. Dennis Molnar. The now-classic
jingle about how "a little dab'll do
ya" was, I believe, originated by the
very talented Jack Atherton. Most of
the commercials built around this jin-
gle were the work of Anne Netzer: I
did a couple myself.

While K&E rightfully should take
bows for their excellent work it would
only seem right to credit the initial
market successes, and the basic theme
and structure they are still using, to
Atherton & Currier.

W. L. Olesen
product director
Johnson & Johnson
New Brunswick, N. J.

Wanted: more on talent

This is basically a subscription order,
but I thought you might be interested
to know that it is the direct result of
an article that appeared in your
magazine.

The article I refer to is: "Wanted
— New Company Spokesmen" which
appearded in your issue of 15 August.
As an announcer at WBRC-TV in
Birmingham. I found the article
thoroughly interesting and shared it
with the rest of the announcing staff:
it was read "hungrily" because there
is a dearth of such information avail-
able to "talent" in markets other than
I Please turn to page IS)

SPONSOR • 3 OCTOBER 1960

CREATIVITY.

. wfmy-tv creates
sales in the nation's 44th market

This ancient Indian pottery is a product
of someone's innate ability . . . creativity.
Here in the Industrial Piedmont the one
station with the proven ability to create
sales is WFMY-TV.

To sell the nation's 44th market* (44 coun-
ties, 17 cities in all) ... where 2.3 million
customers have $3.2 billion dollars to spend
. . . call your H-R-P rep today.

• Source: Television Magazine, 1960 Data Book

SPONSOR • 3 OCTOBER 1960

! /

%i %

- .~

i^^/^/«)7/c?

^:j^<

~*>^..~-.

STORER BROADCASTS

33 years of community service

THE BEGINNING by J. Minton from the

COMPANY

NATIONAL SALES OFFICES:

625 Madison Ave., N.Y. 22 • PLaza 1-3940
230 N. Michigan Ave., Chicago 1 • FRanklin 2-6498

PIONEEE?

A pioneer pioneers to get out of a
rut. To explore. To open frontiers.
To bring about new concepts. It's
not the easiest calling. Everything
must be learned the hard way. The
risks are large and incessant.

There were few broadcasting guide-
posts when Storer started out 33
years ago. What have we learned
from it all? THIS:

You first must make yourself a re-
sponsible citizen and a good neigh-
bor to the community as a whole.

Only in this way can you build
large, loyal audiences who will
respond to your sales messages.

In short, operating in the public
interest is good for our business
and for yours.

Radio

PHILADELPHIA-WIBG

LOS ANGELES-KGBS

DETROIT- WJBK

TOLEDO-WSPD

CLEVELAND-WJW

MIAMI-WGBS

WHEEUNG-WWVA

Television

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CLEVELAND^WJW-TV

MILWAUKEE-WITI-TV

ATLANTA-WAGA-TV

TOLEDO-WSPD-TV

Florence, daughter of the
new Confederacy

The confederacy is of industry and
agriculture, the result a new and
productive South. Florence, single-station
market of 1,300,000 potential customers,

is a unique heir of this dynamic union and a
worthy target for television marketers.

®WBTW

Florence, South Carolina

Channel 8 • Maximum power • Maximum value I
Represented nationally by CBS TV Spot Sales m

^ SPONSOR

3 OCTOBER I960

PLANNING the floor space for Benton & Bowles'

20 IBM machines: (I to r) John Boyd, Jr.,

manager of data processing; Carl Goodman,

supervisor of tabulating dept.;

Marvin Katzman, mgr. of tabulating dept.

WILL
COMPUTERS

REPLACE TIMEBUYERS?

^ The growing use of mechanization by agencies may
soon revolutionize the timebuyer's every-day function

^ The removal of hordes of paperwork will not mean
his replacement, but new status for him, business for spot

ill the timebuyer become some-
thing to throw a cover over at night
and switch on in the morning?

The question is in the air this week
as a major agency takes an important
step toward mechanizing its media
department (and six others). Benton
& Bowles in New York has turned
over another 21 feet of floor space to
the computers, and the machines will
now occupy a 21x68-foot area that

once housed clerical personnel. This
is in marked contrast to the crowded
corner of a few years ago. when B&B
served as an IBM pilot project, and
the layout has been designed to make
room for further additions.

When B&B knocked down another
wall and moved in its twentieth ma-
chine, and as other agencies followed
its lead, the industry wondered aloud
just what the inevitable changes

would be — in other words, whose
place would they take?

After all, some theorized, with
proper feeding and digestion the ma-
chines are soon able to take over
most of the jobs of cost-estimating,
media selection, preparation of inser-
tion orders, preparation of contracts,
forwarding, inter-media balancing. In
fact, exulted William Salkind. asso-
ciate research director at Kenyon &
Eckhart, last week, '"They can bring
together all the information you need
in minutes; books of stuff can be
produced in a day. They are fasci-
nating and fascinatingly useful to the
advertising business.

'The beast is such that if you join
with it and learn to understand it,
you can really ride high. Bui

SPONSOR • 3 OCTOBER 1960

added, "it < an onlj case the buyer's
job — not take it over — and should
actuall) give him a more professional
Btatus."

\\ bat consequences will the beast
bave on the ad business? Industry
opinion volunteered to sponsor runs
on parallel tracks, all of which lead
to a more professional handling of
the details of the business:

• Mechanization ( or, when system-
atized, automation i will not think,
but will leave the media buyer free to
think while it handles a multitude of

clerical details both before and after
the buy.

• Mechanization, by simplifying
paperwork, will no doubt make spot
more attractive to timebuyers who at
present avoid the medium because
of the many complications involved.

• Mechanization may be the cure
to some of the old ulcers of the busi-
ness caused by its inability to shake
off archaic practices, such as the bill-
ing bugaboo.

The how is explained by Young &
Rubicam, Inc., which this spring com-

, WW LP, Springfield:
what mechanization
accomplishes at the
local station level

"TO KEEP ABREAST of the continuous flow of
forms, schedules and other material of prime importance
to a television station," WWLP, Springfield, Mass., has
installed a Remington Rand Univac machine.

According to William L. Putnam, president and general
manager, "The Univac's importance is not merely in hold-
ing down personnel costs. Actually, it replaces only one
employee in six, but the saving in work hours and the in-
crease in operating efficiency is enormous."

Putnam noted that the station log alone, which can take
anywhere from three to four hours and occupy four or five
people, can now be produced in a matter of minutes. Also,
much of the billing that used to take the bookkeeping
department two to three days can now be done in a couple
of hours. WWLP is using the equipment for its traffic,
billing, and payroll. "Speed plus the elimination of hu-
man errors makes the use of the equipment well worth
the rental fee," Putnam said.

pleted installation of a Remington
Rand Univac computing system in its
New York offices. "Strangely enough,
this mechanized mammoth . . . can
do no more than add one and one, but
it does it in a millionth of a second.
In minutes, millions of one-plus-one
additions come to complex answers in
subtraction, multiplication, and divi-
sion, as well as addition." Univac
can read ("information fed into it by
other units" l and write ("answers
onto paper through a high-speed
printer, onto punched tape or cards,
or magnetic tape").

"It can do complex arithmetic. It
compares data and checks itself for
accuracy: makes yes or no choices
among offered data. The other 16
units in the system are also highly
complex, but their simple purposes
are to feed data into the computer,
to store raw data in a variety of ways
until it's needed again, and to record
the completed information as it comes
from the computer.

"In one minute, Univac can do
20,000 additions or subtractions. In
one minute, its magnetic tape can
absorb over 240,000 digits. In one
minute, its magnetic drum can hold
until wanted 1,050.000 alphabetical
or numeric characters."

To the timebuyer. mechanization
means a revolutionizing of his job.
Now, most of his time is spent on
the least important duties connected
with buying. Mechanization will free
him from these drudgeries.

"Univac can't think for the buyer,
and is not here to replace him." said
Richard Campman. manager of \ &R's
media department. "Its important use
will be to relieve the media depart-
ment of the need to prepare insertion
orders: it also will relieve it in the
area of spot and newspaper estimates
and preparation of spot and print
contracts.

"Eventually," he predicted, "we
will be able to turn over to the buyer
a selection sheet of facts and figures
on what has been done previously
in certain areas or markets. Ma-
chines will save him a great deal of
spadework. highlighting bargains and
rate discounts, for one example."

More specifically, Ki^Es William
Salkind pointed out that "the com-
puter can bring together all of the
facts that apply to any media situ-
ation. Then the people who have to

3 OCTOBER 1960

Any size agency can now use mechanization

SIZE AND ABILITY to spend do not limit the firms that can now take advantage of mechaniza-
tion. The above is an IBM 704 computer at the IBM Service Bureau in N. Y. Independent bureaus
throughout the country rent machines and personnel by the hour for any types of computation

munication between agencies and me-
dia could be advanced to the stage of
sending tape and cards instead of in-
voices.

"For example," he said, "the sta-
tion representative would offer the
the agency a contract calling for a
cost-for-time bill monthly, and all in-
formation would be contained on a
simple card or tape. The great sav-
ing to the buyer, in terms of never
having to spend so much time wading
through past-performance paperwork,
will change the very nature of the
job.

"The great saving to the stations
would be in the fact that they'd get
paid on time. The agencies, after all,
want to pay as soon as a station's
bill comes in, but challenges and pro-
tests arise all the time because the

make a decision can make it, not on
a basis of experience or personal val-
ues, but on the basis of fact.

"Automation will make the media
buyer more important in the sense
that he will be able to concentrate on
what to buy rather than serving as
a human adding machine and ac-
countant."

The major value to the media de-
partment of the computer is that it
can assemble and store tremendous
amounts of information. It does this,
in Salkind's words, "in a fantastical-
ly short period of time. If the time-
buyer has a schedule of hundreds of
stations to compile," he continued,
"all he need do is set for himself a
method of buying, selecting the sta-
tions, and the machine will bat it out
for him.

"Also, in inter-media balancing
and selection, the computer can ac-
tually set proportions in terms of
goals, such as which will reach high

, income people, which regional groups,
and so forth."

Mechanization should have its great-
est effect on spot television and ra-

jdio, among all the media. The spot
media have long suffered from lack

(of business from buyers who avoid

,it, consciously or unconsciously, be-
cause of the blizzard of paperwork

Jboth before and after the buy.

! This was hinted at Benton &
Bowles, where the feeling would ap-

Ipear current that mechanization may

■ prove itself to the industry by com-

ing up with the long-sought answer
to one of the big problems in agency-
media relations, and the one that
most concerns spot salesmen, the bill-
ing bugaboo.

As William Vickery, B&B vice pres-
ident for finance, and controller,
noted, "The agencies are in favor of
anything that will clarify and speed
up the cycle from the time an order
is placed to the time a payment is
made. It's to their advantage and to
the advantage of the media. We be-
lieve that the computer may be the
answer, on the simple theory that if
you get something right the first
time you don't have to go on han-
dling and rehandling it.

"sponsor's standard billing form,
I might mention, goes a long way
toward finding a suitable solution,
but it cannot correct the original
source of differences between agen-
cies and the media. We think that
the computers may soon prove that
they can do just that."

B&B's views on mechanization in
its role as the eventual answer to the
billing problem were summed up by
the man closest to the agency's IBM
set-up, John Boyd, Jr., manager of
data processing:

"The considerable variance be-
tween what the agency has set as
its liability to the station and what
the station bills, caused by differences
in cut-off periods and a general over-
lapping of paperwork, could be even-
tually ended by mechanization. Com-

For the buyer: more
professional status

THE COMPUTERS can bring to-
gether all the information a media
buyer might need on every aspect of
a market or a station in minutes, says
William Salkind, associate research
director at K&E. "Books of stuff can
be produced in a day. The beast is
such," he states, "that if you join with
it and learn to understand it, you can
really ride high. But it can only ease
the buyer s job — not take it over —
and should actually give him a more
professional status."

SPONSOR • 3 OCTOBER 1960

bill doesn'l equal t h«- agency's idea
of its liability."

Spokesmen For agencies that have I
alread) installed computer equipment,
or who send computing jobs out to '
private service bureaus, have pre- [<
dieted that in the future, perhaps the
bear future, the larger representa-
tives will become mechanized and
communication by punch-card will be- j
come a generally accepted business
practice.

For size and ability to spend do not
limit the firm? that can now take
advantage of the machines. Inde- j
pendent service bureaus using IBM,
Remington Rand, and other equip-
ment are available to any size agency, I
rep firm or station. They charge by
the hour.

"Actually, there's no reason for a
small agency to install expensive
equipment,'" stated William O'Brien,
information manager of the IBM
Service Bureau Corp., a wholly- j
owned subsidiary of IBM. "In order I
to get full utilization out of the com- I
puters, they should be going at the I
barest minimum 40 hours a week," I
he explained.

"A smaller agency can, however,
bring its work to us, or to any one
of the many independent service bu- j j
reaus throughout the country. All
the customer pays for is the time it
takes us to do the job. He gets the i
benefits of data processing from
equipment he couldn't possibly install
himself, and he gets it by the hour."

Using one of these bureaus, the
smaller agency can temporarily add
to its staff the computers plus mathe-
maticians, programers, engineers, I
and method analysts. As IBM says, I
they can handle "any kind of work I
from the most complicated computa- ;
tion to a simple accounting analysis." I

Agency research departments would
also be well advised to automate their
work. According to K&E's Salkind,
"In the research department we have j
automated, and the processing of sur- l
veys, for example, has become a rela- !
ii\«l\ simple affair." Computation I
and analysis, he said, is done at a
speed "inconceivable a few years
ago."

Will what is inconceivable now be-
■ ome facl in the near future? Will the I
machine take over, not where the time- 1]
buyer's job ends, but where it begins?
i Please turn to page 62)

ABC launches 'shortie'
plugs on daytime video

^ Whitehall, Block charter participants in tv plan for
advertiser to divide one minute into two commercials

^ Flexibility pleases agencies, but injury to programs
feared; spot problem anticipated if fragments scattered

\& redit ABC with another minor
revolution in ways of selling daytime
tv. This time it's separate commer-
cials shorter than a minute.

The fomenter of scattered minute*
is off on a plan to allow advertisers
who buy a quarter hour and run all
three of their commercial minutes
within that 15-minute period to di-
vide one of them into two separate
30's or a 40 and a 20. First takers:
Whitehall and Block Drug.

The other networks, with varying
degrees of reluctance, allow "piggy-
backs" — i.e. 30's back-to-back cover-
ing two brands of the same adver-
tiser, but this is probably the first
instance of four separate commer-

cials in a quarter hour, and the initial
use of network 40's and 20's. ABC
sees the new approach, which cur-
rently is sold only for the second
quarter hour, as superior to piggy-
backing from a programing stand-
point because the fourth commercial
is placed after the closing credits.
This way the viewer encounters only
three commercial "jerks" during the
main body of the program, as ABC
TV daytime sales v.p. Ed Bleier puts
it.

Though the new plan is not ex-
pected to have as wide an appeal as
scattered minutes, agency media
officials feel it may fill the bill for
advertisers with four or more non-

THEY DON'T GO ALONG WITH THE PLAN

OVER-COMMERCIALIZATION is what Fred Houwink (I), general manager,
WMAL-TV, Washington, sees in the additional commercial break provided;
NBC's daytime sales director James Hergen not only agrees with Houwink,
but finds a definite threat to the spot business and anticipates station trou-
ble for ABC as a result. Houwink and other station men are especially con-
cerned over repercussions if ABC allows advertisers to scatter 'shorties'

3 OCTOBER 1960

competitive brands. The lower-budget
brands, hard put to carry the cost
of network minutes can now increase
their reach and frequency via the
newly available 20's, 30's and 40's.
provided they can deliver their mes-
sage in these shorter periods.

Block Drug plans to string out its
announcements this way: opening
billboards; Polident (minute) ; pro-
gram; Nytol (minute); program:
Minipoo (30 seconds) ; closing cre-
dits; Rem (30 seconds). Or the last
two products will break down 40/20.
Whitehall's variation on the theme
calls for a 30-60-60 lineup with a 30-
second hitchhike.

Appreciative of the added flexi-
bility, agencies nonetheless show con-
cern that an increased number of an-
nouncements can cut down the value
of programs. "How many times can
you break up a show?" was the rhe-
torical query of one top agency
media man. Said another, "The au-
dience isn't timing individual com-
mercials, but they surely notice the
number of different ones and begin
to think of dial switching when too
many come along." He added that
the fourth comercial comes so close
to the chainbreak as possibly to
create the impression the local sta-
tion is triple-spotting. "That way,
if you preserve the program by with-
holding the final commercial until
after the credits, you may be robbing
Peter to pay Paul, shifting the onus
to the local station."

As for possible effects on spot busi-
ness, stations and reps do not show
a great deal of concern over the
ABC plan as it now stands. "It is a
further break away from the tradi-
tional way of selling network, and
does appear to be a move into the
spot field," says one rep, "but so
long as the shortened commercials
are kept in the same quarter hour, it
should present no real problem for
spot."

The possibility that ABC might
eventually allow scattering of the com-
mercials shorter than a minute has
occurred to many at the station end.
"It's like pregnancy," is the vivid
simile of Fred Houwink, general
manager, of ABC Washington affili-
ate, WMAL-TV. "Once these things
get started they keep growing." Hou-
wink is not worried about the health

SPONSOR • 3 OCTOBER 1960

of spot business in a market the size
of Washington, though he's not sure
what effect ABC's plan might have on
smaller markets. His main concern
is the increased number of program
interruptions, which he fears can
make a "mess and shambles of the
daytime audience."

By far the severest critics of the
ABC plan, both from a programing
and spot business standpoint, are the
other networks. NBC's daytime sales
director James Hergen sees it as a
further breaking up of network shows
and therefore degrading. His net-
work on "rare" occasions accepts 30's
back-to-back for two related prod-
ucts of the same advertiser, and is
reluctant to do so, but considers
separate shorter commercials as more
disruptive to the programs.

Hergen calls network sale of 40's,
30's and 20's competition with spot
advertising. He says his network is
not currently considering separate
commercials shorter than a minute,
and anticipates ABC will have diffi-
culties with its affiliates on the mat-
ter. CBS. one of whose officials calls
the ABC plan "stealing spots from
local stations," likewise contemplates
no move in this direction.

Last month NBC did take steps to
counter ABC's provisions for scat-
tered minutes. Two Mondav-Fiidav
shows, Dough-Re-Mi (10-10:30 a.m.),
and Here's Hollywood (4:30-5 p.m.),
and one Saturday morning show.
Shari Lewis, are included in the new-
plan.

For the weekday programs, adver-
tisers can buy a quarter-hour and
instead of placing all three commer-
cial minutes therein, run one or two
on his major day and the remainder
on any other day within a two-week
period. The shows are not inter-
changeable for commercial purposes.
The Saturday morning program is
available for one minute each on
three consecutive weeks.

"The vast majority of our adver-
tisers don't have a need to spread
out their commercials." points out
Hergon. "They're interested in reach,
but want frequency and prefer own-
ing a quarter-hour. However, there
are exceptions, and we've instituted
this new plan in hopes of bringing
back some advertisers, for example
Brillo. who were wooed away by the

'THREE, NOT FOUR,
PROGRAM BREAKS'

FOURTH COMMERCIAL follows closing
credits, so there are only three 'jerks' in the
actual program, an improvement over piggy-
backing, says Ed Bleier, ABC daytime sales dir.

chance to buy single minutes per day
on ABC."

CBS thus far has limited its day-
time scatter allowance to a minute or
30-second cross-plug for every quar-
ter-hour purchased and no change
is in work at this time, according to
daytime sales director Joe Curl. The
network does permit piggybacking.
the feeling there being that this prac-
tice produces no extra break.

Outside of the rival networks there

apparently is no substantial fear that

{Please turn to page 52)

'NO PROBLEM FOR
NATIONAL SPOT'

SPOT ADVERTISERS won't shift to net-
work because of this plan, notes Frank Kemp,
Compton media v.p. If they want blanket
national coverage they aren't in sp?'-

Ratings: have admen lost control?

^ >i\ media pro* representing agencies and a major advr-rti't-r outlinr trend* a- >»rll
a* their hopes for rating service* and rating* at >BC Spot Sale* informal confe:

Uisgruntlement that agencies and
advertiser? don't have more of a say-
so in the direction and development
of ratings has been voiced by a group
of media pros in New York. Their
concern was shown in a typescript of
NBC Spot Sales" second media man-
agers' conference, an informal session
designed to benefit and guide its sales
staff.

Despite this and other stumbling
blocks, the media executives see new
and exciting movement in prospect
for broadcast ratings and the rating

Palmolive Co.; William E. Matthews,
vice president and director of media
relations at "l oung L Rubicam: Mar-
vin Richfield, media director. Erwin.
Wasey. RuthraufF k Ryan: Humboldt
J. Greig. vice president and manager
of station relations. C. J. LaRocbe &
Co. : Leslie Towne. media director -of
Smith-Greenland Co.. and Roger
Bumstead. media director of the East-
ern Division of MacManus. John &
Adams, all New York City.

They projected their views and
facts for the following subject posed

SECOND MEDIA MANAGERS' conference sponsored by NBC Spat

Roger Bums+ead. MJ&A: Pete Matthews, Y&R; Marvin Bd H . Greig, Laftodbe;

(standing) Edwin Jameson, NBC; (seated) £ Fmm K landing) H. C :

(seated) R. S. Paige, Colgate-Palmolive; Leslie Towne, Smith-?

- both of which frequently are
thought to be static and rigid.

The group enunciated the specific
problems attendant to "rating mad-
rid outlined some of the trends
_ vhich will make for better
and broader application of raw rat-
ings as veil as those which wiU give
dimension to the media involved.

The six discussants: Richard S.
Pake, media manager of the House-
hold Products Division of Cohrate-

bv discussion moderator Bill Fromm.
new business and promotion ma n ager
of NBC Spot Sales: "Rating Services
and the Use of Ratings." Only a few
of the group's attitudes can be sum-
marized here inasmuch as the origi-
nal typescript of the session covered
94 pages.

But several highlight comments
seem to point up these trends:

• Ratings are related directly —
and onlv — to one factor: circulation.

and buyers, j
from the staii.-r of
data than on <
or raring analyses.

• The furor abc
and their small — — i kJ base is
based on a lack of kncwfedpe. Prob-
ability samples, the adman said, base
been long estabBsbed as reliable

• : . -::.-: :- s ..£ s:...r: i:
' - - ' ■.- - - : ::-—:-

:--: --•- .-- ./ l: l. -— i--
,:; --: : :■ :r_ 7i_r : = -; ._> :':;
i ^.fr-:: t.: : : :i\:._ :-—;.; :. l~
»r-i-- :: _-•----::_

• The overnight or automated
rating is on the rise, with agLi.ii>
hz. : .: -: > — ■ _ :_ - • :;: i : :: -

- . - -.—

■

-
f. canoe altogether. Most media
people travel the middle road of isms
ratings in a qualified manner.

• T
agency and advertiser media execu-
tives that they have "lost ooafroT

-.-: ::.- • i: .- frrt-: : • ::.-
--" — :•- --— :r.'T" :. i"'7:_ : :•_: ~z

• The admen agreed that Ac

rating services should piovi de circu-
lation figures and dot information
beyond this should be in the nature
of special surveys or n e potts whack
are requested and paid for 1

S. ::.r : ::,,
each of the
box on the next page. The,
articulate and evocative,
explaining a coaple of d

B<rf

uhimaiT

"They have to be

i :.:-t:--.ej 1 >•:

getting the answer to how many
people did actually hear or view the
advertising message." But the "real
problem" goes beyond this, he says.
"Clients and buyers want to know
the audience — the attentive audience
to an ad messasre."

The word "attentive" in his phrase
implies a buying analysis going far
beyond a clear-cut 6.8 or 27.4 rating,
because it ventures into the quality
of the audience itself. "Ratings give
you a size figure, not a judgment on
what that size means," Paige says.

And Pete Matthews of Y&R says,
"Generally speaking, we do not have
the kind of audience analysis we
need." Roger Bumstead of MJ&A
spoke out in favor of the broadcast
industry initiating its own "Media
{Please turn to page 53)

IMPORTANT QUOTES FROM THE 6-MAN MEDIA PANEL

HUMBOLDT J. GREIG

V.p., mgr., station relations, C. J.
LaRoche & Co. — "The print boys
always have sold circulation while
broadcast is trying to evaluate cir-
culation. This places broadcast at
a handicap."

"We're getting rating services
strictly as a competitive tool — one
station against the other . . . Radio needs a different rat-
ing method. To get that should be an industry job."

"Today radio stations are paying more for surveys
than they receive from network affiliations."

RICHARD S. PAIGE

Media mgr., Household Products
Div., Colgate-Palmolive Co. — "The
real problem is {getting) a work-
able, agreed-upon definition of
audience . . . and this is very tough
to get. . . . The differences that
arise between the rating services is
how they define an audience."
"Rating services give you entirely divergent answers
for individual positions, but not on a broad average."

"To an advertiser, the question is audience: the atten-
tive audience to an ad message."

WILLIAM E. MATTHEWS
V.P., dir., media relations, Young
& Rubicam, Inc. — "A rating service
should be used as a relative circu-
lation measurement, not be con-
sidered the answer to questions of
advertising effectiveness, strength,
or appropriateness for a product."
"Every (research method) is
questionable in some respect. . . ."

"Agencies and advertisers have put themselves in a
questionable position in alloiving private research organi-
zations to determine the ways in which they receive in-
formation l on I the scope and nature of circulation."

LESLIE TOWNE

Media dir., Smith-Greenland Co. —
"We are probably better off having
a small sample size. {If it were
bigger), more people would feel
that the ratings are even more
valid and we'd have more slide rule
buying."

"{No one in this) room thinks
ratings are the one and only standard."

"(Radio ratings are confused.) Radio stations them-
selves are a great deal to blame by not getting together
and contributing money towards a reasonable definition
of a very rough thing to answer."

MARVIN RICHFIELD

Media dir., Erwin Wasey, Ruth-
rauff & Ryan, Inc. — "The probabil-
ity technique is fundamentally cor-
rect and as accurate as a random
sampling can be."

"We applaud tv rating service
competition but we prefer to use
one service. I don't feel it neces-
j sary to subscribe to all that are available."

"Almost any timebuyer would prefer to buy by Pulse.
I It gives him a higher level of station popularity. I suppose
this is the way all of us buy radio today — not adjacencies
t but popularity. It's like shooting craps."
|

i SPONSOR • 3 OCTOBER 1960

ROGER BUMSTEAD

Media dir., Eastern Div., Mac-
Manus, John & Adams, Inc. — "//
the industry got together and
started publishing a Media Records
for local radio and tv, it might well
be a valuable supporting tool for
the buyer in arriving at his ulti-
mate decision."
"Both the use and the importance of 'overnight' ratings
are on the rise. There's a much greater need for instan-
taneous measurements with tv."

"For agencies and advertisers to take charge of direct-
ing how rating services run, we have to pay lion's share. , ."

RADIO STATION INVESTMENTS in news staffs and equipment are striking evidence of radio's i
units employed by a single station, WGH. Norfollc-Portsmouth-Newport News. Not shown, WGH's r

panding news role. Above, the fleet of rr
Jio-equipped 'Jet boat,' used for n

Part V — Radio's Big New Burst of Creativity

RADIO NEWS EXPANDING FAST

^ Grass-roots 'battle of ideas' gives many cities
finer news coverage than newpapers ever provided

^ Fast, accurate, in-depth reporting, huge investments
in staff, equipment and facilities, spark radio's rise

ith radio's "creative revolution"
boiling up hundreds of new ideas
for grass-roots programing, it is

scarcel) surprising that radio"? oldest
staple — news coverage — is also going
through a period of exciting and
dramatic expansion.

Reports reaching SPONSOR in re-
rent months indicate that radio sta-
tions in manv markets have smashed
through traditional concepts of news
reporting and are providing greatly
augmented news service that most
newspapers never believed possible.

\ feu weeks ago. when Hurricane
Donna swept up the Atlantic coast.
Jack Gould, radio tv critic of the
New \ ork Times, took a full column
to praise radio's superlative report-
ing of the storm, and gave a partic-
ular bouquet to WBT. Charlotte.

But the tremendous increases in
the scope, breadth, and depth of
radio's news coverage are not limited
to occasional "big stories" or to a
handful of outstanding outlets.

Hundreds of fiercely competing
stations throughout the country are
investing millions of dollars in staff,
equipment, and facilities to gain news
leadership in their own communities.

3 OCTOBER 1960

WGH, Norfolk -Portsmouth -New-
port News, for example, maintains 11
radio-equipped mobile units on duty
24 hours to collect news of the Tide-
water area (see picture, page 36), and
careful checks of newspapers in the
region show that WGH is consistently
outscooping them on a majority of
both national and local news items.

WHDH, Boston, has its own 11-
man news department as well as the
full facilities of the Boston Herald-
Traveller.

WBNS, Columbus, uses mobile
units, a patrol plane, beeper phones,
and other expensive equipment, and
has five monitors tuned in on police,
fire, sheriff, and highway patrol sys-
tems around the clock.

WAKY, Louisville, in addition to
its own mobile facilities, has 10 radio
units belonging to a private firm
that cooperate in feeding in daily
news tips.

WOKY, Milwaukee, augments its
own staff with 20 paid correspondents
in six counties, plus 1,500 Voice of
the News reporters who compete for
weekly prizes for the best story
turned in.

In Omaha. WOW maintains 20
reporter-writers plus 100 exclusive
land paid) station correspondents.

In Detroit, WXYZ has a special
City Hall Reporter, a direct line to
the state capital in Lansing, and doz-
ens of other facilities. . . .

The list could be multiplied indefi-
nitely. But the moral is clear. Radio
men, in their struggles to become the
"first news source" in their own mar-
kets, have thrown away the book and
are striking out for new horizons.

To take but one example of how a
station increases news coverage to
build community prestige, consider
the case of WBBF, Rochester.

Early this year, WBBF embarked
<>n a policy of expanding its news de-
partment and Rochester news service.
Here are a few of the ways in which
it has implemented this policy:

1 ) Monthly presidential preference
polls among local residences

2 i Press conference programs with
high city and county officials

3 ) Expansion of ski reports and
news for sports enthusiasts

4) Station news chief sent to
Washington to attend a White House
press conference

5) First radio broadcasts in his-

tory of Rochester City Council meet-
ings

6) New mobile facilities for on-
the-spot coverage

7) Only Rochester station to send
a reporter to the Democratic Conven-
tion in Los Angeles

8) Delayed re-broadcast of Gover-
nor Rockefeller's tv appearance on
Open End (no Rochester tv station

carried a showing of this,).

In addition, WBBF, which gets na-
tional and international news from
the Mutual line, has signed a new
contract with Radio Press Interna-
tional (see below) and is now insert-
ing into its daily newscasts (with
appropriate comments) items which
it records from the Radio Moscow
English program service.

happenings such
y increasing news

as KLIF,
ole. KLIF

e-scene reports of

its effect

INTENSIVE ON-THE-SPOT COVERAGE of l<

Dallas, gave to Texas tornado, characterize radio's r<
n tracked path of the storm, gave constant, <

RADIO'S BURST OF CREATIVITY

THIS is the fifth in a series of SPONSOR articles dealing with
the amazing, but little-known, "battle of ideas" at radio's grass-
roots level that is fast making it America's most creative medium

PART I [issue of 5 Sept.) detailed the reasons behind radio's
new creative revolution, why it's happening and what it means

PART II {issue of 12 Sept.) explained how stations, in fierce
competitive fight, are creating many new public service features.

PART HI (issue of 19 Sept.) gave examples of the new music and
talk program formats which are emerging in radio's "battle of ideas"

PART IV I issue of 26 Sept.) discussed editorializing, the vigorous
treatment of local issues that is bringing new vitality to radio

PART V I this issue) completes the series of Radio Creativity with
a highspot review of dramatic developments in radio news coverage

SPONSOR • 3 OCTOBER 1960

FARM NEWS gets special coverage

— -y stations. Above, Frank Arney, WOW,

many stations. Above, Frank Arney, WOW,
Omaha, interviews a farmer for news items ;

In general, the news pattern which
is evolving at hundreds of stations is
two-fold : 1 ) more frequent newscasts
of accurate, authoritative national,
and international news supplied by
the networks or other prestige
sources, and 2) greatly expanded I
coverage of local news events.

ABC, CBS, NBC, and Mutual are j
now all furnishing their affiliates with
news on the average of once or I
more per hour. Radio Press Inter- j
national, the largest of the indepen-
dent services has 52 station subscrib-
era to whom it supplies 180-200 in-
ternational and national taped news j
items per week.

Westinghouse Broadcasting is
bringing foreign and national news !
to its stations from its own Wash-
ington and London News bureaus,
with correspondents in various parts
of the world (the London Bureau
alone has a reportorial complement
of 30 men).

Such services, plus the tremendous-
ly increased attention which stations
are giving to local news, mean that
Americans in Kokomo and Kankakee,
Elgin, and El Paso are being better
served and better informed about
both world and community affairs
than ever before in history. And
radio is spearheading this news ex-
pansion.

As a matter of fact, sponsor be-
(Please turn to page 52)

Rocks, posies aimed
at station drummers

^ Oklahoma City advertisers, agencies, and merchants
sound off on local station salesmanship and policies

^ Admen pros and cons on presentations, personalities,
practices, production, programs, are revealed in study

^■ocal time salesmen are the butt of
fairly sharp criticism and are the re-
cipients of posies too, from adver-
tisers, agencies, and merchants, in a
survey of Oklahoma City admen.

Here are some highlights of local
advertiser beefs against station sales-
men:

• They don't provide enough spe-
cific information regarding the suc-
cess of our broadcast advertising
campaigns.

• They don't have enough good
sales ideas, and promotional gim-
micks.

• They do not understand the busi-
nesses to which they are trying to sell
time.

• They are not sufficiently sensi-
tive to the personalities of the people
to whom they are trying to sell.

STUDY WAS conducted by Sherman P. Law-
ton, author of 'Modern Broadcaster' due in fall

A 61 -page summary of the study,
titled "Posies & Rocks," has been
published by Sherman P. Lawton, co-
ordinator of broadcasting instruction,
University of Oklahoma.

Basically, "Posies & Rocks" is a
summary of attitudes of agencies, ad-
vertisers, and potential advertisers in
Oklahoma City toward the salesmen
of radio and tv stations who call on
them to sell advertising. The report
is composed mainly of advertiser-
agency quotes on specific topics re-
lating to station salesmanship. Pros
and cons on station service, facilities,
production, programs, results, pres-
entations, are printed verbatim.

Not all points in the study were
critical. In the main advertisers and
agencies made suggestions and of-
fered their opinions and conceptions
of how stations operate and what the
salesman's job, influence and respon-
sibility is and ought to be.

Among local admen's attitudes to-
ward station salesmen:

Generally, advertisers understand
that a salesman has little to do with
service. "Remember we don't get the
real service from the salesman ... he
sells us, and then the account is
turned over to someone else . . . the
salesman is the front-line man but he
does not always stand alone . . . his
presentation has little to do with his
sales success."

It is interesting to note that atten-
tion to commercials is expected of
each station, but when special atten-
tion is given, it is recognized as a
good service. Whether from the
salesman, the station writers, or the
talent, it is appreciated. Advertisers
also seemed flattered when given spe-
cial attention from station managers.

SPONSOR • 3 OCTOBER 1960

Station facilities which affect sales
include studio and control room
equipment, space, coverage, and re-
ception. Production methods used
by some stations affect some buyers
unfavorably. For instance, one ad-
vertiser said, "With all their scream-
ing and shouting I wouldn't let them
give me advertising free." Another
said, "I quit because they advertised
the station more than my business."
By far the most common reason
for discontinuing advertising on a
station is, as might be expected, lack
of satisfactory results. Of those who
answered Lawton's query as to why
they discontinued their radio or tv
advertising, 73% said it was because
of failure to get good results, rates or
change in rates; 11% said it was be-
cause of programing; 7% said that
their advertising was for a specific
promotional or seasonal period; 3%
said it was because of reception; 2%
said they were cutting back; 2% be-
cause programs were changed under
ithem; 2% because ratings slipped.

Also mentioned were the intention
[to increase newspaper advertising
and unsuitable availabilities.
j Specific comments regarding sales-
men were made on such factors as
cnowing when to call, knowing how
ong to stay, respecting the compe
ence of the buyer, avoiding the ap-
)earance of pressure, gaining a repu
ation for dependability, keeping re-
ationships direct, keeping relation
hips on a business basis, and avoid-
ing personally irritating habits.

Frequently mentioned by advertis-
rs was the fact that most salesmen
ome with nothing but a rate book,
vailabilities, and sometimes a rating.
To sell and resell the medium or the
:ation is often a waste of time,"
oted one advertiser. "The salesman
iay feel that he has made his case
|nce, and that now all he needs to do
keep in contact until a sale de-
;lops." Yet, Lawton points out, ad-
;rtisers are insistent that salesmen
•e not adequately informed, and that
ore complete presentations would
i more effective.

"Over and over again advertisers
|ive the impression they would use
dio and tv more if they had proof
results," said Lawton. Many who
e using the media have little evi-
nce one way or another whether
{Please turn to page 54)

•ONSOR • 3 OCTOBER 1960

HOW LOCAL STATION SALESMEN
IMPRESS ADMEN IN OKLA. CITY

Here are some random opinions and attitudes voiced by admen
in the Lawton study. Advertisers, agencies were queried as to
what they expected from salesmen in line of service, pitch, etc.

The salesman is not selling advertising as such . . . he is selling
the station . . . he is the symbol of the station's image.

There isn't enough sufficient evidence as to the success of specific
advertising campaigns . . . salesmen have surprisingly little knowl-
edge of who is buying our products and how best to reach them
. . . we rarely see data on audience composition.

The greatest station service tends to go to the biggest advertisers.
Salesmen call on us, but only once in a while.

Suggested copy isn't important . . . creation of advertising is our
specific function . . . still we would like more ideas and promotion
gimmicks from salesmen.

We'd surely use tv and radio more if we had proof of results.
But most salesmen are lacking in convincing data.

More complete presentations would be welcome . . . most of
them just contain availabilities.

How can he make good proposals, with creative ideas, if he
doesn't know my business and its needs.

Most salesmen don't make a specific application of their pitch to
our particular type of business.

The salesman's attitude should be one of confidence, real interest
in making the sale, high interest in our problems as advertisers.

We always look for neiv ideas . . . but, I guess if salesmen had
ideas they'd be in merchandising instead of radio and tv.

Salesmen are never creative . . . but we feel their job is only
to keep relations with the station open.

Success stories are not necessarily convincing to us . . . give
us more audience data.

We liked the salesman who brought along a tape of a commercial
which had already been used, so we could hear hoiv it sounded.

SOMETHING r
Paul She;

added to their i
vid Lirtkins, pres.

3 strategy: radio. They are (I to r) : Charles Coyle, Raymond's department store ad mgr.;
umpbell, Emery Haughey & Lutlcins ad agency. At far right is WBZ acct. e

:. John Fitipatriclt

Reluctant radio client ups sales

^ Raymond's of Boston breaks print-only habit, notches
20% hike with Sunday spots plugging Monday sales

^ Cuts back newspaper lineage to allow for 52-week
schedule of 17 Sunday newscasts; adds Saturday spots

It wasn't eas\ . Overcoming inertia
seldom is. It took a newspaper strike
hack in 1957, when radio was hrought
in on an "emergency"' basis, and a
-uhM-quent series of isolated spot
stabs for special sales, all reportedly
sua essfol, before Raymond's depart-

ment beads would hear of regular use
of the medium. But when they did.
the outcome was a 20 f 'c rise in sales.
The breakthrough began in the fall
of 1959 when Raymond's tried a 13-
week series of 12 weather spots a
week on WBZ to promote ski equip-

ment. From the favorable results of
this campaign. Raymond's gathered
momentum in February of this year
to launch a schedule of 17 Sunday
newscasts on the station plugging
Monda) sales events, along with its
regular newspaper advertising.

The departments involved experi-
enced a 15-209? increase in volume
over previous events supported by-
newspapers only. And a large per-
centage of customers told sales people
the) heard about the store's sales
events on radio. That was enough
for the once radio-shy management,
I Please turn to page 54)

SPONSOR • 3 OCTOBER 1960

AGENCY USES FM IN SELF-SELL

^ Off-beat commercials in fable format plus cultural fm programing is Zakin
agency's unique formula for selling itself and promoting advertising's image

1^1 ar\ a day has gone by in the past
year when someone hasn't defended
or berated the advertising profession
in print, on the air, or from one
speaker's platform or another. One
small N.Y. agency, however, is doing
its bit to promote advertising, and
at the same time sell itself, through an
unusual house-produced fm program
called Montage.

"There is no better way for an
advertising agency to prove its abili-
ties and intrinsic worth, and the worth
of the profession, than to sell itself
through its own skills," said Alvin
Zakin. partner of the Zakin Co.
Instead of putting forth "high-sound-
ing general messages," the Zakin Co.
presents advertising problems with
j their solutions, in the unexpected
form of fables, written and delivered,
as Zakin put it, "with the creative
touch that best illustrates an adver-
tising agency's prime function: to
make a strong selling point, and to

make it memorable through origi-
nality."

Montage brings to the air a well-
rounded program of cultural selec-
tions ranging from discussions of the
arts and current events, to music,
drama, recitation. For example, a lis-
tener may hear within one hour (the
program runs on WABC-FM from
9-10 p.m. Thurs.) Moss Hart reading
from "The Man Who Came to Din-
ner," Elaine May and Mike Nichols
doing improvisations to music, and
Richard Dyer-Bennet singing folk
songs. Another week he may hear the
Oranim Zabar Israeli troupe, agency-
man-turned-comic Bob Newhart, and
a performance by Van Cliburn. And
so on.

Why fm? "Because the kind of
programing we wanted to do would
best be done through a medium which
we believe has the narrowest focus on
the audience with the broadcast point
of view." said Ted Eisenberg. crea-

tive director of the agency. The Zakin
Co. started this program with a
double intent: "Commercial statement
of advertising in a positive way to
help advertising and ourselves," he
said. "We were looking for a way to
present our ideas on advertising to
the general public as well as to people
in management in the N.Y. area,"
said Zakin. "Fm seemed to be the
answer."

The program began last 21 April
and will run for 52 weeks. There are
no plans to repeat any of the shows,
although recently a repeat was im-
perative because the material for the
scheduled show was in the home of
producer Jim Duffv during hurricane
Donna. "With $3,000 worth of re-
corded material floating around h\>
living room."" Duffy gave the go-ahead
to repeat an old show.

Montage is Duffy's first crack at
producing a radio program. He i*
a junior high school teacher "with

Zakin's shows

and advertising

fables are

flavored with

unusual content

Eli W attach and Geraldine
Page (left) recording a
discussion on method act-
ing and the merits of ac-
tor s studio, in a special
Montage interview. Actor,
Peter Turgeon (right) is
narrating one of agency's
advertising fables. There
are 8 fables in the series.

• 3 OCTOBER 1960

a flair for creative production, an
enormous record collection, and a
Health of knowledge on fm," said
/akin.

The value of the program to the
Zakin Co. hasn't been measured in
terms of new business." Zakin told
SPONSOR, but rather in "image."
"You can't put a dollars-and-cents
ticket on the prestige value of a ven-
ture such as Montage," he said.

On the first few programs, the
Zakin Co. spoke about advertising in
the L-eneral concept. "With all the
bad feeling about advertising, what
we would be accomplishing for our-
selves, we would be accomplishing
for all agencies and advertisers." said
Zakin. Initial commercials told people
that "it wouldn't matter what group
or agency they selected as long as
their selection was careful" . . .
"There are 3,200 advertising agencies
in Y Y„ and selection is free and
open," etc.

The fables were instituted last May.
There is a series of 8 fables each with
a little advertising moral. Here are
some examples:

• Don't hide vour rainbow under

a bushel of cliches. You're different
and special — and it might just be
that the Zakin Co. people could show
you how to make the most of it.

• If you have a good product —
make sure you tell people what it is.
And if you haven't thought of a fresh,
creative way to say it — that's where
the Zakin advertising people just
might be able to help you.

• If you own a "better than" —
make sure you tell people what it is.
And if you're having difficulty find-
ing a novel approach, the Zakin ad-
vertising people might be able to
come up with one for you.

The fables are written bv Zakin's
copy chief Jody Hart. Peter Turgeon,
of Broadway's Thurber Carnival, is
narrator. It is interesting to note
that the Zakin Co. excludes its ad-
dress and phone number after each
message.

Possible plans to syndicate Mon-
tage are in the works, Zakin told
sponsor. "We have received com-
mendation from stations across the
countrv and are scheduling some
meetings with them to discuss the
programing concept," he said. ^

PARTICIPATING IN a program planning conference for the Zakin Co.'s 'Montage' fm series are
(I to r) Jody Hart, Zakin copy chief and creator of the advertising fables; Jim Srau, WABC-FM,
who is station's liaison with Zakin; Roger Coleman, director of WABC-FM; Alvin Zakin, president
of the agency; Mike Fabian, former 'Montage' producer, and Ted Eisenberg, Zakin's creative dir.

TvB backs

^ Committee of ace aca-
demic brains in the country
works to find new research

^ $10,000 in awards will
go to best plans related
to tv and human behavior

I he television industry is making

I its first bold venture into the realm

of theoretical research in the hope

that practical application of the find-

I ings will improve tv itself as well as

all of advertising.

The industry, with the Television
Bureau of Advertising, is trying to
penerate the mysteries of television's
I effect on human behavior. The de-
| vice: a national competition for new
I ideas. The cost: $10,000 in cash
1 prizes for 20 awards and a sponsor-
estimated $10,000 additional for op-
erating expenses.

The governing committee and TvB
I hope they'll find some new ideas
which can give more dimension to
television and therefore make it more
meaningful to all elements of the in-
i dustry as well as to viewers and ad-
vertisers.

This week the official announce-
ment of a nationwide "competition
for exceptional plans in the field of
television research" will go to several
hundred colleges and universities,
professional societies, academicians,
and advertising men and women as
the Television Bureau of Advertising
casts a wide net for new thinking in
communications research.

The plan originated with TvB's I
board about a year ago, and was im- I
plemented with the formation of a I
nucleus advisory group last spring j
followed by a larger governing body
this past summer. TvB, although it
is financing the project, has relin-
quished all administrative and man-
agerial work to a governing body
comprised of some of the most dis-
tinguished and thought-provoking ed-
ucators in the country.

These educators are spearheading
the drive to carrv word of the com-

SPONSOR • 3 OCTOBER 1960

top-level research competition

petition to any student, school teacher,
researcher or practitioner — regardless
of his or her field of specialty — in
the search for people with new ideas
which may lead to new intelligence
on tv as a communications medium
affecting human behavior.

The cash prizes total some $10,000
— $4,000 for the person submitting
the best entry, $1,500 for the second,
and $250 each for the most distinc-
tive 18 additional plans. Members of
the governing committee, however,
think most entrants will look at the
cash awards as peripheral benefits to
the challenge of the problem and the
prestige of being selected a "winner."
The only full-time advertising men
i on the committee are Dr. Milton Sher-
' man, client service director at Mar-
plan division of McCann-Erickson,
who combines the theoretical ap-
! proach of the educator and researcher
I with the practical application of an
I advertising and marketing specialist,
! and TvB's research v.p., Dr. Leon
Arons.

In Sherman's opinion, the move
represents "a coming of age in ad-

vertising research" as well as a "get-
ting together of campus and Lexing-
ton Avenue." Each member of the
governing committee, he adds, "is
interested in the field of visual com-
munications and is an expert in mass
communications. Together they rep-
resent the best brains in the country.
The plan has definite breakthrough
possibilities" for the entire television
and communications industry.

George Huntington, TvB vice pres-
ident, agrees. The entire program for
the competition was sparked by the
simple fact that "90 % of the time we
in advertising are answering immedi-
ate problems. It's very hard to find
time for the basic research which may
or may not provide answers.

"That's why," adds Huntington,
"the committee is seeking ideas from
the academicians and students. They
have the time as well as the inclina-
tion for research, and we think they'll
be stimulated by this challenge for
new ideas.

"We think an appeal for these new
plans or concepts to scientists and
technicians — in what may be obscure

fields — may possibly give us some
new, startling and significant ap-
proaches. Many of the great inven-
tions were not developed by people
in the specific field they came from.

"Sampling techniques, for example,
were developed originally by gam-
blers and then by agriculturalists, not
researchers as such. That's why we're
asking cooperation of people in the
physical sciences, not just in social
sciences such as sociology and psy-
chology."

The governing committee chairman
is Professor Mark A. May of Yale
University, who also is chairman of
the U. S. Advisory Committee for
Information. He points out that the
competition is "unusual in several
respects," one of the most important
ones being that it is designed "for
plans and research strategies, not for
accomplished research." Another
variant from the usual competition:
"We appeal to the scientific commu-
nity as a whole to lend its creative
talent to the solution of the many
problems offered by mass communi-
cation in today's world."

8-MAN COMMITTEE FINALIZES COMPETITION PLANS

SOME OF THE BEST 'BRAINS' in academics join with agency toward scientists

land TvB executives in drawing blueprint for this first competition of its hope their origins

kind. Anyone may enter a plan, but special effort is being directed developments or

SPONSOR • 3 OCTOBER 1960

OR. MILTON SHERMAN, MARPLAN

id researchers in "off-beat" areas of special+y !
theories and research will lead to radically ne
sight into television's effect on human behavic

T\B"s announcement of the com-
petition make? this generalization:
"The ranse of problems for which
es may be developed, and the
range of types of research strategies
*hich can be utilized, have been kept
ver\ broad. An entrant may take
virtually any problem which has to
do with television and human be-
havior and make use of any scien-
tifically acceptable methodology in
devising a strategy for attacking the
problem."

Similar approaches have been
evolved by TvB with the help of
Pennsylvania State L. over the past
two or three years. Norman «Pete»
Cash. TvB president, notes that "This
competition is a development of the
basic research program we launched
at that time."

The competition is for plans only
— for possible blueprints which may
lead to some basic answers to tv"s
unknowns. The governing committee
considers the "design of the strategy
the most critical phase of any re-
search."

What are some of these problems?
Committee members say they are
countless. But Georse Huntington

cites as examples of completely un-
known areas of tv : < 1 1 the value of
repetition: i2i the amount of infor-
mation which can be imparted in a
short time: "3» the lasting effect of
a piece of information: > 4 ■ the im-
portance or significance of a "fun"
product.

The range of problem areas has no
limits, as indicated in the 12-page
brochure being mailed to prospective
entrants. Some examples from which
"specific project studies might be
selected": civic behavior, learning
and education, consumer behavior,
cultural values and activities, inter-
personal relations.

There are no restrictive guidelines
for persons interested in submitting
plans. "Research plans may. in fact,
deal with any aspect of human be-
havior as affected by television. The
research problem itself may be de-
fined in either "basic" or 'applied"
terms." according to the published
summation.

The 20 plans considered the most
"exceptional" will be published in
book form.

Those selected will be chosen on
the basis of these contents : • 1 » the

problem, its conceptualization and im-
portance: >2> the research strategy,
its freshness^ originality, creativeness
and "breakthrough" potential: i3'
the research strategy, its soundness,
including the extent to which relevant
variables are included : i 4 | the re-
search strategy, its feasibility and
practicability : I 5 J the anticipated re-
sults, the possibility of generalizing
results or concepts and the expecta-
tion of yield: i6> the presentation
of the plan, its clarity and complete-
ness.

Because some of the entries may
come from obscure fields or those
unknown specifically to members of
the committee, the judges may call on
outside persons expert in these fields
to counsel them on specifics.

The synthesis of what may be two
heretofore unrelated activities is what
TvB has in mind for the competition.
Huntington cites, for example, the in-
stance of Bell Labs" scientists running
rats through mazes to give researchers
better ideas as to how the lines on a
switchboard should be installed.

"Other industries do this kind of
thing." he comments, "but advertis-
ins and television haven't. We don't

Arbttron's all-electronic measurement technique uncovers the latest and most

startling fact about television marketing in Metropolitan New York:
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SPONSOR • 3 OCTOBER 1960 I

have either the people or the time to
relegate someone to an ivory tower
to just think about things.

"Yet this needs doing. That's why
we consider this project a very long-
range effort, with the possibility of
no pay-out or none for a long time."

Why hasn't the television industry,
particularly, moved into this theoreti-
cal research area before now?

Huntington answers: "I think the
big reason is because we've been too
successful on our hunch system. But
it's possible we would have done a
lot more if we'd had the research.
One thing's for sure: as costs go up
in the industry — as in all media — tele-
vision will have to find a more effi-
cient way of doing things. We'll al-
so have to make a better defense of
those rising costs.

"This is true of all media, and I
think it's significant that television
is taking the lead in this effort."
Huntington and his TvB and govern-
ing committee colleagues will wel-
come any media-oriented plan as well
as those from academic people. Thus
comparative papers — analvzing tv in
contrast with other media — are wel-
come if they relate to the basic prob-

lem of tv and human behavior.

All entries must be forwarded to
the Competition on Plans for Televi-
sion Research, 1 Rockefeller Plaza,
New York 20, by 15 March, 1961.
There are several stipulations, one of
which is that only individuals — not
organizations — can submit an entry.

The descriptive booklet on the com-
petition can be obtained from there
also.

The judging will take an unknown
amount of time because the number
of entries cannot be estimated. An-
other factor is the considerable pe-
rusal and study time which will be re-
quired for each entry because of its
original and penetrating nature. The
compilation of the 20 best plans into
a book therefore is not expected for
at least a year.

Among the other distinguished
committee members are C. R. Car-
penter, psychology professor and di-
rector of the division of academic
research and services at Pennsyl-
vania State U. (with whom TvB has
been cooperating on projects for the
past three years l : John B. Carroll,
professor. Graduate School of Edu-
cation, Harvard U; Joseph J. Klapper,

consultant, communications research,
behavioral research service, General
Electric Co.; Paul F. Lazarsfeld,
chairman, department of sociology,
Columbia U.; Wilbur Schramm, pro-
fessor of communications research,
director of the institute for commu-
nication research, Stanford U.

Among the advertising and indus-
try supporters of the project: Marion
Harper, Jr., president, McCann-Erick-
son; Arno H. Johnson, chairman,
Advertising Research Foundation;
Thomas B. McCabe, president, Scott
Paper Co.; Frank Pace, Jr., chair-
man. General Dynamics Corp.

Others who have endorsed the com-
petition: Philip H. Coombs, program
director of the education program,
Ford Foundation; Roy M. Hall, as-
sistant commissioner for research,
U. S. Office of Education; Ralph Het-
zel. vice president. Motion Picture
Assn. of America; Porter McKeever,
director of information. Committee
for Economic Development; Gilbert
Seldes. director. Annenberg School of
Communication, U. of Pennsylvania;
John F. White, president. National
Educational Television and Radio
Center. ^

IN CHATTANOOGA, TENNESSEE

*FIRST CHOICE of more people, more times
than any other Chattanooga TV station. That's why
you'll tell more and sell more on WRGP-TV in
Chattanooga, dominating 60 counties in Tennessee,
Georgia and Alabama where over a million people
spend 800 million dollars annually.

♦March, 1960, A.R.B.: April, 1960, N.S.I.

Member The FRIENDLY Group (

\ John J. Loux, Exec. Vice-President

National and regional buys
in work now or recently completed

SPOT BUYS

TV BUYS

Ceneral Foods Corp., Post Div., Battle Creek: Going into about
100 markets with schedules for Gravy Train. Lineup of prime min-
utes and 20's starts 10 October for four weeks. Buyer: Stu Hinkle.
Agency : Benton & Bowles, New York.

Procter & Gamble., Cincinnati: Schedules start this month on Dun-
can Hines mixes, Crisco and Comet. Placements of day and night
minutes run through the P&G contract year. Agency: Compton Adv.,
New York. Doug MacMullan buys on Duncan Hines; Bob Pape on
Crisco; Joe Burbeck on Comet.

Ceneral Foods Corp., Maxwell House Div., Hoboken, N. J.: New
schedules for Instant Maxwell House begin this month and run until
the end of the year. Prime chainbreaks and fringe minutes are being
used. Buyer : Grace Porterfield. Agency : Benton & Bowles, New York.
Ceneral Mills, Inc., Minneapolis: Southern markets get Red Band
flour schedules beginning 19 October. Night minutes are being
bought for nine weeks. Buyers: Ira Weinblatt and Bob Fitzgerald.
Agency: Dancer-Fitzgerald-Sample, New York.

RADIO BUYS

Gasoline Tax Education Commission, New York: Some change
in pattern, but substantially the same markets being used now, in its
follow-up campaign that starts mid-October. Close to 150 markets in
47 states get traffic minute schedules for four weeks, fairly heavy fre-

; quencies. Buyer: Bob Bridge. Agency: SSCB, New York.
Ford Motor Co., Lincoln-Mercury Div., Dearborn: Campaign
for the '61 Mercury begins this month for six weeks. Schedules are
for minutes, Monday through Friday traffic, and seven to 12 noon
Saturday. Buyers: Bob Morton and Ed Kobza. Agency: Kenyon &

jEckhardt, New York.

Vick Chemical Co., New York: Cold-season campaign for Vicks
cough drops starts this month in about 50 markets. Flights placed are
10 October for six weeks; 12 December for five weeks; 6 February
for four weeks. Schedules are mostly traffic, 12 to 30 spots per week
per market. Buyer: Mary Ellen Clark. Agency: Morse International,
line, New York.

jBulova Watch Co., Inc., Flushing. New York: Christmas cam-
paign on Bulova watches begins 31 October in 25 top markets. Eight-
Meek schedule is about 70% traffic, 50-175 I.D.'s per week per mar-
jket. Buyer: Phil Stumbo. Agency: McCann-Erickson, New York.
Minute Maid Corp., Orlando, Fla.: Adding schedules to current
|:ampaign for its frozen orange juice. Traffic I.D.'s begin 10 October
,For three weeks in a number of top markets. Buyer: Chet Slaybaugh.
j|\gency: Ted Bates & Co., New York.

Sponsor • 3 October 1960

CHANNEL 9

WTVM

COLUMBUS, GA.

• A Great New Market!

82% unduplicated audience on the
only primary ABC station between
Atlanta and the Gulf!

• Top ABC Programs!

Shows like Maverick, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, Lawrence Welk, and The Un-
touchables.

• The Best of NBC

Programs like Wagon Train, The
Price Is Right, and the Huntley-
Brinkley News . . . plus top syndi-
cated programs.

CHANNEL 9

<3@©Q

COLUMBUS, GA.

The #1 night-t
Chattanooga!

■

Capsule case histories of successful
local and regional television campaigns

TV RESULTS

CANNING JARS

SPONSOR: K. .1. Korvett AGENCY: Direct

Capsule case history: A special sale promotion on WHNB-
TV. New Britain-Hartford. Conn., showed E. J. Korvett the
\alue of tv throughout the year. Previously this pioneer dis-
count chain, based in New York, had been strictly a print
advertiser in this area. For the promotion, it used saturation
daytime I.D.'s to push one or two items each day, for sales
impact the following dav. According to Earl Perlov, store
manager, and Mrs. E. Nelson, promotion manager for the
chain, most of the goods sold out the same day advertised.
But what impressed Korvett most was the sustained re-
sponse for weeks after the schedule. The advertiser quickly-
placed a series of schedules w ith WHNB-TV on a year-round
basis, in an over-all campaign to promote the store itself,
rather than specific items. Result has been an all-time high
in store traffic in all departments. E. J. Korvett Co.'s usual
schedule with WHNB-TV that has proved to be successful:
Twenty-five I.D.'s throughout the day, Wednesday. Friday.

BEVERAGES

SPONSOR: Squirt (Varietj Club) VGENCY: Hadley Miller Adv.

Capsule case history: As part of a new consumer cam-
paign to attract those who had never used its soft drink
Squirt as a mixer with beverages, the Hadley A. Miller Ad-
vertising Agency of Toledo decided to try local spots within
the confines of The Jack Paar Show on WTOL-TV. The 12-
week campaign consisted of one 60-second spot, Monday
through Friday, for six weeks. This was alternated with a
20-second "reminder" spot each Thursday night every second i
week. WTOL-TV coupled this campaign with a good mer-
chandising campaign to back it up. and covered the Toledo
area with clever cards sent to retail outlets and taverns. Re-
sults: a 100% increase in sales since 1 May. In addition.!
the advertiser reported that Squirt distribution tripled
August, compared to the same period in 1959. Squirt
uses only WTOL-TV. and the Hadley A. Miller Advertising
Agency has now issued a contract renewal for 39 more weeks.l

WHNB-TV. New Britain-Hartford

Announcements WTOL-TV. Toledo

DEPARTMENT STORES

SPONSOR: Robert 0. Hess Co. AGENCY: Direct

Capsule case history: Robert 0. Hess, food broker in
Wheeling, had never used tv before, and his five-week cam-
paign on WTRF-TV to promote his "Ball" canning jars was
strictly an experiment. The second day of his campaign he
made a visit to some of the supermarkets distributing his
products to make a pitch for carrying the jars. In each place
the manager had already seen his spots and wanted to know
when the jars could be delivered. By the end of the week he
had contacted most of the stores and found that the jars had
been pre-sold to the managers in 90 r > of the outlets by the
advertising, e\en though he hadn't sent them an information
bulletin to back it up. But the spots were equally successful
in -tiling the consumer. Thousands of housewives in the
Wheeling area who had never done their own canning were
induced to try it after Beeing the commercial. It'll be a
record year for Hess, and now he is planning to use WTRF-
TV for other products he distributes in the Wheeling area.
WTRF-TV. Wheeling, Weal Va. tanooncementa

i;;

AUTOMOBILES

SPONSOR: Don Watson Pontiac AGENCY: Direct]

Capsule case history: Walt Casteletti, general manager ofl
Don Watson Pontiac of Clinton, New York, reports that PonJ
tiac sales are soaring in this area of the state since 14 Marclu
when Watson started using, as its main advertising medil
urn. WKTV. Casteletti himself goes on the air nightly, shovl
ing either a new or used car in a one-minute live announce!
ment. "It doesn't necessarily sell the car we're advertising."]
he says, "but it has built up more floor traffic than we've ev« r
known before. The big trick is keeping enough stock on hanJ
to sell." Using a late evening schedule, the dealer usuall;
gets immediate response, and has received calls
within two minutes after the finish of a commerci
though Don Watson Pontiac is located nine miles from Utic
the biggest percentage of customers drive in from Utic;
Cooperstown. Syracuse, and Rome. ''Our WKTV campaig
has been so successful we've sold out all our popular mode
and now have difficulty getting a new supply from factory
WKTV, Utica-Rome, Y Y. Announcemeii

SPONSOR • 3 OCTOBER 196"

Her usualil

at WKtJ .
tercial. Al ;

It's a.
habit.

in FRESNO

(California)

There's only one way to build the kind of viewer loyalty
KMJ-TV has — and that's with quality programming. Pro-
i gramming which presents a pleasing balance of top network
shows, excellent local productions, the best film library in-
cluding MGM releases and leading syndicated shows. For
every program category, Fresno area viewers tune to
KMJ-TV first and leave their dials set longest.

THE KATZ AGENCY, NATIONAL REPRESENTATIVE

KMJ-TV . . .

McCLATCHY
BROADCASTING

COMPANY

first TV station in

the Billion-Dollar

Valley

of the Bees

•0\S()K • 3 OCTOBER 1960

With buyers deluged by personal calls, SPONSOR ASKS:

Is it really worthwhile for

station men to visit

Nick Imbornone, timebuycr, McCann-
Erickson Advertising (U.S.A.), New York

Broadcast salesmen on the whole,
are well informed on markets they
represent. However, there definitely
is a place in the selling of broadcast
time for the visiting station man.

Aside from the information and
help he gives to his own representa-

Jf art h while
when they
bring us market
information
otherwise
unobtainable

tives, he can be of invaluable service
to broadcast buyers. Among the
services he could and should perform
are the following:

1. Market peculiarities — We must
all agree no two markets are alike.
Special marketing problems develop
during the year in individual markets
that only local people can properly
analyze and evaluate. It is in this
way, by talking to station people, that
a buyer can keep up with changing
markets without visiting them in per-
son.

2. Merchandising — Merchandising,
always a "plus" in any broadcast
schedule, is very difficult to "pin
down" at the representative level.
Local station people, who actually do
the merchandising, can give a broad-
er and clearer picture of the services
available to a client.

3. Availabilites — Local station
men are equipped with future end
dates of other accounts, both national
and local, and therefore can better
plan for improvement of announce-
ments, especially for the long-term
advertiser.

4. Competitive stations — Who is
better qualified to criticize or praise
tin competition in any given market
than the local station man himself?
Certainly no national representative
i~ full\ qualified at all times to judge
competitive stations in a given mar-

ket without personally being in the
market for a long period of time.

5. Ideas — Being close to the peo-
ple advertisers are trying to reach,
the local man can recommend ways
to substantially increase the effective-
ness of current and future advertis-
ing. These ideas can be in the form
of local personalities, special promo-
tions, store tie-ins and the use or
misuse of other media.

6. Trends — Trends in individual
markets occurs frequently, not only in
terms of station usage, but also in
terms of industrial and economic
changes. These trends are very diffi-
cult to foresee at the national level in
spite of the increased research mate-
rial available. The local man can
bring these trends to light and thus
help the account to plan for the future.

In conclusion, then, there is defi-
nitely a place and a need for the vis
iting station man in the agency busi
ness. The alert, progressive local
man will be in as often as his time
allows.

Anita Wasserman, timebuyer, Lau-
rence C. Gumbinner Advertising Agency,
New York
It certainly can be worthwhile if
the station man doesn't limit himself
to bare facts to which the buyer has
easy access, such as ratings, coverage,
power changes, etc., but places the
stress of his presentation on signifi-

Yes, with reps
first briefing
.station men
on buyer s
accounts
and needs

cant local trends in stations and the
market. This would be a profitable
visit for the station man and the
buyer !

A profitless visit is one in which
the station man launches into his
"numbers" but is reluctant to talk
about his programing, or one in which

he goes immediately into his fabu-
lous merchandising with which no
other station can compete. Also, sta-
tion men who skillfully duck hard
questions are not helping the buyer
much. "What does your local busi-
ness picture look like?" "Fantastic!"
"Any interesting changes in the mar-
ket or stations in the last couple of
months?" "No — we're still Number
1!" Faced with this unremitting wall
of superlatives, the buyer being no
Olympic hurdler, is quickly discour-
aged from clearing it. Another profit-
less visit? Maybe not, because the
"superlative" salesman has given the
alert buyer (correctly or not) the
impression that all is not well under
the slick umbrella he's spread over
his station.

Ours is such a fast-moving busi-
ness with new men in sales and
management posts calling on agen-
cies, that to make these visits really
profitable, reps should brief the sta-
tion man ahead of time on the ac-
counts and needs of the buyer he is
going to see. It follows, of course,
that communication should flow from
station to rep, too, so that neither one
is embarrassed or caught flat-footed
on basic discussion points that come
up in the visit. That happens too
often and gives the buyer the uncom-
fortable feeling that the two may not
be working together harmoniously,
that when the time comes to consider
this station, he may be missing out
on information or service. And it
wastes that precious commodity, time.
for both the busy agency buyer and
the station man.

If he comes to town well-armed
and doesn't frustrate us, as we've
mentioned above, the station man's
periodic calls can certainly be re-
warding and worthwhile for a buyer, i

Dorothy Classer, timebuyer, Kastor,
Hilton, Chester, Clifford & Atherton, Inc., j
New York
We in the agency business would
like the security and comfort of know- j
ing that all our decisions were based J

SPONSOR • 3 OCTOBER 196C

agencies?

on only the most scientific tools,
equal to those used in a laboratory.
That's why we clutch those Pulses,
Nielsens and slide rules so tightly.
But, just remember that without that
very necessary human angle in sell-
ing (and isn't that what we are all
concerned with) , we timebuyers could
be replaced by IBM machines. That's
why agency calls by station men are
so important. I bet I could yell out
a few call letters and complete station
images would come before the eyes of
each and every buyer. So, station
managers, since you stand for your
stations, make calls in New York, but
follow a few basic rules:

Bring several changes of clothes.

I Managers of independent stations

calling on buyers of teen-age accounts

should wear complete beatnik attire,

and I always expect managers of

Come — but
be sure to
impress me
with lots of
pictures of your
station tower

"good music" stations to show up in
top hat and tails. Network affiliates
and horn-rimmed glasses go together
for that stable effect.

And don't forget those two in-
valuable pieces of luggage — the at-
tache case and the tape recorder. The
first should be impressively worn to
give the feeling of how hard-working
and well-traveled you are. And, it
must be well-stuffed, preferably with
[pictures of your new stations (and
|how much they cost to build) and
tower (the "highest" tv tower ever,
[of course).

I Don't forget a program schedule —
even if it has to be printed espe-
cially for the trip, and an assortment
|of rating books is invaluable. As for
(the tape recorder, know your buyer
{before you turn it on. Nothing can
Hjiave a more devastating effect than
{Please turn to page 62)

I SPONSOR • 3 OCTOBER 1960

How Come CHANNEL 10
Stays Perennially On Top in
the Rich Rochester N. Y. Area?

COULD BE BECAUSE: -

we have the POWER

Yes, thanks to our new 316 KW (maximum power)
transmitter, we now speak to more than a million
Western New Yorkers with a stronger voice— look
at them with a brighter eye! Our primary
coverage area is considerably extended!

we have the SHOWS

We offer our viewers the very finest programs of two
major networks — CBS and ABC— a galaxy of great
stars in a brilliant host of new shows and old favorite
We also offer News- Weather-Sports, complete and
accurate, twice nightly at 6:30 and 11:00 P.M.— plus
many other fine, live local shows, and the great
MGM movies.

we have the KNOW-HOW

Not only do we possess the technical know-how
that guarantees best-quality production, but being
Rochester-owned, we understand the wants and
whimsies of the people of this area, give them
what they want, know how to promote our station
and our programs in the most effective manner.

we have the FACILITIES

Now that we have the very latest in Videotape, our

facilities, both in equipment and personnel, leave
nothing to be desired. Our well-trained engineers and
production staffs welcome the constant challenge of
handling live shows and live commercials in truly
expert fashion.

Q%>

we have the WILL

Perhaps our BEST quality is our ceaseless w
please.' We are intensely proud of our consist
leadership in Rochester, and we are determi
to maintain it!

Adequate power, top-notch programming, expert know-how.
modern facilities and the resolve to please and satisfy— every
one of these things is essential to a successful television station —
and these are the things that attract and hold our
ever-increasing number of sponsors.

CHANNEL lO

(WVET-TV • WHEC-TV) CBS BASIC • ABC AFFILIATE

THE BOLLING CO. INC. • NATIONAL REPRESENTATIVES

LOWELL
THOMAS

For the sixth successive year Lowell
Thomas is on CBS Radio for General
Motors. World traveler, explorer, lec-
turer, author, his first-hand knowl-
edge of people and places gives his
newscasts special color and authority.
And his long-term association with a
single company points up the cumu-
lative advantage of sponsoring an out-
standing personality year after year.
In all radio Lowell Thomas-and his
colleagues-are the kind of company

youkeeP ONLY
ON CBS
RADIO

ABC TV 'SHORTIES'

[Continued from page 33 i

ABC's new wa\ of selling daytime
tv. as it now stands, will perpetrate
serious inroads on spot business. Too
main variables are involved. You'd
have to have an advertiser with more
than three non-competitive brands,
at least two of which lend themselves
to a sales message of less than a
minute.

And. if such an advertiser exists
and currently is in spot tv. he's there
for a reason. As Compton's media
v.p. Frank Kemp puts it. ''Network
gives vou simple, blanket national
coverage: if you want something
else you go into spot." So if the
advertiser is in spot, chances are he
wants to vary his frequency from
one market to the next, and would
not be likely to give up that objective
because he can now get some of his
lower-budgeted brands on network —
unless relative cost-per-1.000 made
it extremely attractive, runs the rea-
soning.

"This is not a war between net-
work and spot, emphasizes ABC's
Bleier. "If Minipoo and Rem. for
instance, could not divide up the
shorter commercials they wouldn t
switch to spot, but rather would have
to settle for half as many network
commercials. Deciding between net-
work and spot isn't a simple matter
of budget size; distribution is the
issue. Spot is for uneven weight, as
to frequency and choice of markets:
network is for even, national cover-
age.'"

Should ABC elect to scatter the
shortened commercials, as many fear,
it might be another story. That plus
the sale of regional networks would,
many think, really begin to look like
competition with spot. And there
is considerable concern among sta-
tions over the handling of brand
protection should the shorter commer-
cials get scattered. Considerable diffi-
cultj alreadv has been encountered
along these lines due to the scattering
of 60-second commercials I see "Spon-
sor-Scope." 19 September).

Otherwise, the <>\erriding issue in-
volving the ABC plan as it now stands
seems to be over-commercialization.
In other words, how many breaks in
the flow of daytime programing will
the audience tolerate? ^

RADIO NEWS

{Continued from page 38)

lieves, as it stated in the opening
article on "Radio's Big New Burst
of Creativity, that what is happen-
ing in radio today, is the most chal-
lenging development that any major
communication and advertising me-
dium has known for years.

The radio industry, rebounding
after the first stunned shock of tv's
onslaughts and a convalescent period
of "formula operations"' is now dis-
placing an astonishing degree of vi-
tality and originality in every phase
of programing.

Music, news, community affairs,
all-talk programs, and the potent new
weapon of station editorializing are
all figuring in radio's "creative ren-
aissance." and in each of these areas
scores of stations are coming up with
new. more effective treatment.

To radio men themselves this "bat-
tle of ideas" means longer hours,
harder work, a fiercer fight for com-
petitive programing advantages.

To advertisers and agencies, it has
an equally profound significance. Ra-
dio's drive for greater program crea-
tivity is making it more meaningful,
more needed, more important to its
audience. And this factor of "edito-
rial vitality" is enhancing its value as
an advertising vehicle at the expense
of the slow-footed, stodgier media.

In this five-part series on "Radio's
Big New Burst of Creativity" the edi-
tors of sponsor have been able to
present only a few of the hundreds of
examples of radio"* creative power.

SPONSOR is now planning to publish
early in 1961 a greatly expanded
study, in book form, of radio's cre-
ative revolution.

Questionnaires are now being pre-
pared and will be sent to all U. S.
radio stations, seeking in-depth facts
on their programing operations.

The sponsor study will also in-
clude examples of the new creative-
ness that is fast emerging in radio
selling and radio commercials, as
well as factual background on radio's
reach and coverage.

sponsor believes that this new
studv will give the industry the most
complete picture of radio's power that
has ever been assembled, and wel-
comes suggestions and contributions
from broadcasters and advertisers
evervwhere.

SPONSOR • 3 OCTOBER 1960

>60 i

RATINGS

[Continued from page 35)

Records" for local tv and radio sta-
tions with a rundown on how local
merchants — presumably experts in the
market — are spending their money.
He suggested, too, that the local sta-
tion or representative provide cumula-
tive figures, which he terms "good
sales-making ammunition.'"

He contends that cume figures
"deal more in a specific, in the house-
hold net coverage of an actual num-
ber reached rather than set counts,
which represent only the potential au-
dience or ratings which are mainly a
yardstick of cost efficiency."" Com-
menting on the mountain of broad-
cast research, Matthews noted, "The
print boys have sold circulation while
broadcast is trying to evaluate it.
This places broadcast at a handicap."

Another difference cited by Mat-
thews: "In broadcast you don't have
a stable product. It varies from sea-
son to season, day to day, changes of
scheduling to changes of scheduling.
Publications have a fairly stable cir-
culation, particularly where subscrip-
tion is concerned."'

He was one of the spokesmen most
concerned about agency-client "con-
trol" in ratings research. "I feel very
strongly that agencies and advertisers
and the industry itself have put them-
selves in a questionable position in
allowing private research organiza-
tions to determine the ways in which
they're to receive information about
what they are most concerned with:
the scope and nature of the circula-
tion of the medium."

But Bumstead noted: "In order for
us to take charge of directing how
the rating services run their tech-
niques, advertisers and agencies will
have to pay the lion's share of the
cost of these services rather than as
at present when media usually pay
the largest proportion of expense and
sometimes influence the result."

Discussing duplication of ratings
services, Richfield of EWRR said
the uses one service and doesn't think
jit necessary "to subscribe to all that
;are available. And it's a downright
(waste of money."'

i The admen discussed their own
(policies of subscribing to one or more
ratings services, as well as the attend-
ant discrepancies. But they seemed to
igree that each service points out
'rends and general directions, even

SPONSOR • 3 OCTOBER 1960

though the actual figures may be dif-
ferent, that can he weighted to form
the basis of buying conclusions.

Les Towne argued strongly in be-
half of the small sample on which
ratings are based. "If research com-
panies were to raise the sample size,
more people would feel that ratings
are even more valid and we'd have
more slide rule buving." No one, he
said, thinks ratings are the one and
only standard. Richfield felt the prob-
ability technique "is fundamentally
correct and worthwhile, as accurate
as a random sampling can be."

Greig came out strong for radio,
asserting. "Currently, surveys sell the
radio industry very, very short." He
wants duplication facts on radio to
determine the reach potential. "Ad-
vertisers don't want to know they'll
miss 60 r i of the homes in a market
if they use only one radio station.
They must know how many stations
are required to reach 909? of the
market. Then it is possible to make
a comparison of costs, which could
result in a budget for radio."

Greig adds: "If you just measure
homes, radio's going to look bad in
relation to tv. But if you measure all
the places that radios are you have
about four times as many radios as
tv sets."

Most of the men were concerned
with the frequency of rating projec-
tion, in which media representatives,
particularly, project an isolated rating
bevond reasonable limits.

Commented Greig: "Projecting a
rating outside the area in which it
was made is done so often it's very
shocking." The group cautioned
media people to remember there are
station-to-station and region-to-region
differences, and that an established
rating or tune-in pattern in one lo-
calitv is more often than not not typi-
cal of other stations or areas.

Matthews summarized the point of
ratings: "A rating service should be
used as a relative circulation meas-
urement. It should not be considered
the answer to questions of advertising
effectiveness, of the strength or ap-
propriateness of the medium for a
product purpose. Nor should it be
used as a system of mathematics by
which we determine whether we're
getting values in c.p.m." Added Rich-
field: "It's no longer possible to
achieve a rating that is far better
than someone's else's. Things have
leveled out." ^

IlTlitl-

mwwm

A legend in his own time. A per-
sonality without peer. Philosopher,
story teller, news maker, catalyst,
he brings to each listener an imme-
diate sense of personal participa-
tion. As if that weren't enough, he
just happens to be the greatest
salesman in broadcasting history.
In all radio , Godfrey is the kind of
company you keep . . .

raur

©SI BIS

Far -Reaching!

unless we find a way

to jam this

unauthorized broadcast

Meanwhile, I suppose
I'll have to watch it.

Everyone is impressed by the
fast, accurate and complete news
coverage on 6. Teamed with
NBC, we make a combination
that spells "Good News" for ad-
vertisers, too.

Your Weed TV man has all
the facts.

WCSH-TV

NBC for

PORTLAND

MAINE

MAINE BROADCASTING SYSTEM

WCSH-TV 6, Portland WLBZ-TV 2, Bangor

WCSH Radio, Portland

WLBZ Radio, Bangor WRDO Radio, Augusta

ROCKS, POSIES

I Continued from page 39)
their advertising is working. Except
for test items, most seem to agree
with one man who said, "You really
can't prove anything in advertising."

By far the most outstanding result
of this study, Lawton said, is the
identification of a widespread, deep-
ly entrenched, and sometimes deeply
felt attitude that salesmen almost
never have an idea to sell, do not un-
derstand the businesses to which they
are trying to sell time, and are not
sufficiently sensitive to the personali-
ties of the people to whom they are
trying to sell. There was even a ques-
tion raised as to whether radio and
television "are suited to ideas tailor-
made for specific businesses."

Some interviewees felt the sales-
men are never creative, but "their job
is only to keep relations with the sta-
tion open," while others said, "It is
the duty of the salesman to know his
clients' business well enough to sug-
gest something sensible."

The most frequent spontaneous
comment made by advertisers had to
do with the lack of good sales ideas
on the part of the salesmen. When
salesmen or stations get a reputa-
tion for bringing in sound ideas, they
are remembered, and praised.

Agencies are not in full agreement
as to how much the salesman needs to
know about the client. "I don't want
ideas. That's the agency's job," said
one adman. The term "idea" was
generally meant as something that
was directly related to the salesman's
specific store, product, or audiences.

Lawton's report is based on inter-
views with merchants or advertising
managers in 108 places of business
and 16 people in 12 advertising agen-
cies in Oklahoma Citv. The agencies
represent approximately 135 broad-
cast clients. The advertisers repre-
sent more than 300 retail outlets. A
pilot study in Norman. Okla., pre-
ceded the interviews in Oklahoma
City.

Lawton suggests to stations in his
preface: "If vou read this report only
as a collection of interesting anec-
dotes and quotations, vou will have
missed the point ... if you read it
thinking. 'Does it apply to us?' then
you can profit from the report." He
also tells stations, "I presume neither
to interpret, nor to recommend. Each
station must interpret for itself and
find its own recommendations.'" ^

RAYMOND'S

I Continued from page 40)
and in April, 1960, it signed a 52-
week contract for the Sunday news
spots. To this was added four Satur-
day evening newscasts, beginning last
July, which run through next April.

Newspapers continue as Raymond's
major medium, but radio's perform-
ance has won staunch friends among
store officials who once turned a deaf
ear to it. The feeling there now is
that most additional monies appropri-
ated for advertising will go to radio.

Fur buyer Harold Sussman had
seen radio work for retailers in Chi-
cago and was curious to see what
would happen in Boston. With the
help of his sales force he kept track
of customer comment on how they
learned of a $199 mink stole sale. He
calculated that radio was responsible
for bringing in approximately 50%
of the customers. He then insisted on
running a similar sale two weeks lat-
er, despite warnings that it was too
soon after the initial sale. Previous
experience had shown that sales re-
peated after so short a time were not
successful — when advertised only by
newspapers. This time, with a boost
from radio, the second sale got the
same heartening results as the first.

Raymond's major radio buy was
preceded by a presentation by Mel
Goldberg, research director for West-
inghouse Broadcasting Corp., owner
of WBZ. It included a run-down on
newspaper and radio advantages and
disadvantages, and described how the
two media could complement one an-
other and thus serve Raymond's pur-
poses most effectively.

The presentation asserted that
newspaper advertising informs peo-
ple on price, place of purchase, prod-
uct specifications, with words and
pictures, bringing about minimal
emotional involvement. It said that
radio seems to involve people through
use of humor, music and friendliness.
For these reasons, the presentation
recommended that Raymond's allo-
cate a portion of its ad budget to ra-
dio, thus presenting an audio image
of the newspapers visual image.

The recommendation was followed
and. says Edgar Emery, v.p. of the
store's agency. Campbell. Emery.
Haughey & Lutkins. "Week after
week. Raymonds has reported a sub-
stantial sales increase in departments
advertised on the newscasts. Custo-
mers specifically mention WBZ." ^

SPONSOR • 3 OCTOBER 1960

)ut-of-doors or indoors, the perfect partner for those who prefer the extraordinary ... a "Metropolitan"
)ersonality like each member of our media family. . .Television, Radio and Outdoor- Advertising.

METROPOLITAN BROADCASTING CORPORATION

205 East 67 th Street, New York tt, I

1\ STATIONS: WNEW-TV, New York: WTTG, Washington, D.C.: WTVH. Peoria/111.: KoVR. Stockton-Sacramento/Calif.
RADIO STATIONS: WNEW, New York; WIP, Philadelphia: WHK. Cleveland

fc»o

.c:

-5?

-£?

-3

§5

q:' /

What's happening in U. S. Government
that affects sponsors, agencies, stations

#» WASHINGTON WEEK

3 OCTOBER I960 The Senate Commerce Committee will have many questions about broadcast-

sponsor tee, on the other hand, may or may not be reestablished.

publications inc. The elections hold the key to that group.

The subcommittee never did get down to the work for which it was established over three
years ago. Lost in the headlines about politicians with hands in the gravy bowl and alleged
misdeeds in the broadcasting industry was the original goal of finding out whether the fed-
eral regulatory agencies have been administering the laws in line with Congressional
intent.

A Senate subcommittee under Sen. Carroll also made a stab in this direction, but wound
up doing nothing at all after a Carroll bill lumping lawmakers with all others forbidden to
contact commissioners off-the-record got tossed into the junk pile.

Again, depending on the outcome of the election, there is a strong possibility that some
other Congressional group will want to take a look at the way the agencies are interpreting
the law.

For the FCC, this would mean a hard look at the criteria used in choosing be-
tween applicants vying for the same channel or frequency, control or lack of control over
programing, etc.

It will be the Senate Commerce Committee, which has never accused an agen-
cy or an industry with malpractice, which will be providing most of the pressure on
the FCC.

Year after vear since 1954 this committee has been inquiring of the Commission about
getting more tv channel assignments. It will want some answers early in the next ses-
sion of Congress.

The Commission will have no answers on tv allocations for a while, but it will likely be
in a position to report that the New York City test of uhf is proceeding in a satisfactory
manner.

It shouldn't be too long, either, before the FCC tells what it plans to do during the esti-
mated two years before the uhf test is over. Deadline for pro and con filings on the "drop in"
idea was 30 September. This would put new vhf stations in up to 21 of the top 100 markets
which currently have fewer than 3 stations each.

The FCC will have new license renewal application forms ready for the new
Congress, in case it is asked what it is doing about programing.

The Commission will be somewhat farther along on the clear channel proceedings, the
radio version of an allocations problem.

With much trembling the Commission will have taken some action on the complicated
transaction which would put NBC into Boston instead of Philadelphia and into San Francisco
instead of Washington.

The Commission knows the courts are already looking over its shoulders on this one, and
it is just as sure that voices will be raised in Congress. This could be one of its touchiest
issues in a long time.

Further, the Hartford pay-tv application could set Rep. Oren Harris on the Congression-
al warpath once again, as theatre owners fight pay-tv either by cable or by air.

That the FCC will restate its position in favor of a law requiring all tv sets to
receive all channels is pretty certain.

SPONSOR • 3 OCTOBER 1960

Significant news, trends in

• Film • Syndication

• Tape • Commercials

FILM-SCOPE

3 OCTOBER I960

SPONSOR

PUBLICATIONS INC.

Those post-1948 pictures, only recently freed of union obstacles to tv distribution,
now have their first full-scale law suit on their hands.

So far the only distributor involved is Seven Arts, a new company formed by Eliot Hy-
man and other veterans of the old AAP distribution house.

Triangle Stations complained they had been guaranteed exclusives from AAP in their
markets for post-1949 Warner Bros, features at $4,000 a picture.

Seven Arts — which Triangle claims was set up to evade the AAP option — is
asking $15,000 a picture plus 15% for color rights for these pictures.

This week Triangle got a New York Supreme Court stay restraining Seven Arts in the
Triangle markets.

Meanwhile Triangle lost its suit against C&C Films, also on a feature film question:
Triangle had to pay C&C $44,000 it had withheld from the distributor on a delivery issue
over a group of RKO feature films.

The Triangle stations, involved in both suits, are WFIL-TV, Philadelphia: WNBF-
TV, Binghamton; WLYH-TV, Lebanon: WFBG-TV, Altoona-Johnstown: WXHC-TV, New
Haven, and KFRE-TV, Fresno.

Seven Arts Productions were briefly known as Creative Telefilm and Artists
after Eliot Hyman left the UA group: AAP was known as UAA for a time.

Take it from NBC TV that CNP's Lawless Years will definitely be back on its
schedule this season.

NBC TV ordered 26 new episodes of the series and will slot them in January.

Nobody was more startled than Rheingold, WCBS-TV. New York, and CBS
Films by the premiere ratings of their Brothers Brannagan on 24 September.

New York is a tough syndication market, and hence the show's remarkable 20.3 Ar-
bitron came as complete surprise: the next two contenders. Lock Up on WNBC-TV and Su-
perman on WPIX, only scored 9.5 each.

One explanation was that Brothers Brannagan at 7 p.m. was back-to-back with Perry
Mason on CBS TV and caught the early tuners-in via similar programing.

It looks now like Colgate will back out of its proposed deal for 21 Beacon St.

The idea, via McCann-Erickson. was to cover 50 markets with re-runs of the Filmways
series. (See FILM-SCOPE, 26 September.)

The clicking-off of additional markets for syndicated shows already on sale could be
heard distinctly this week.

ITC's Best of the Post reached 107 markets and Ziv-UA's Lock Up reached a total of
191 cities in its second year.

Latest sales were these:

• Best of the Post added RCA distributor Collins in three Kentucky markets. Kentucky
Utilities, and Union National Bank of Arkansas: also. California-Oregon Power and Miles
Labs put on additional markets.

• Lock Up signed R. J. Revnolds. Italian Swiss wine, and Pioneer Hi-Bred Corn Co. (For
details on both shows, see FILM WRAP-UP, p. 72.)

SPONSOR • 3 OCTOBER 1960

FILM-SCOPE continued

The syndicators are sitting with frozen faces for what's one of the longest dou-
ble-takes on record: they still haven't really reacted to the FCC option time ruling.

The problem: if syndicators galvanize themselves into action and start getting product
ready for a forthcoming abundance of time periods, they may suddenly again find them-
selves with a unmarketable surplus.

To glut the market with film again after two so-so seasons could only result in tum-
bling prices downward — the last thing film men want.

But by watching and waiting, film men are hoping that demand will puff up to the
point off a product shortage and a seller's market again.

Incidentally, the half -hour syndicators aren't the only ones acting aloof: station men
are behaving in equally frigid fashion to overtures of post-1948 feature film dis-
tributors.

It's the same question of supply and demand : asking prices for the new pictures are con-
siderably ahead of pre-1948 levels, and bv holding off manv stations are expecting post-
1948 feature film prices to descend while they make up their minds.

The distributors sav that the stations are chafing at the bit to get at new pictures: but
stations assert the features market is still in a general slump and bv waiting a little longer
thev'll be able to do business more on their own terms.

A syndicated show doesn't have to be among the top 10 or top 25 to be a good
investment because the ratings gap between the top- and lesser-ranked shows is
often very small.

In Pulse's four-month weighted averages (January to April 1960) there was only a two-
point gap between the 10th and 25th ranked shows. I See FILM-SCOPE. 29 August.)

Here, in shows ranked 26th to 50th. the last show on the list was only 3.4 points awav
from the top 25 and 5.4 points below the top ten. 40 shows higher on the listing.
RANK SHOW & DISTRIBUTOR

26. Whirlvbirds I CBS Films)

27. Bozo the Clown ( Jayark)
Trackdown (CBS Films)

29. Brave Stallion (ITC)

30. Man Without a Gun I XT A I
San Frncisco Beat (CBS)

32. Cisco Kid (Ziv-UA)

Sheriff of Cochise (NTA)
34. Jim Bowie (ABC Films)

Not For Hire (CNP)

Vikings (Ziv-UA)
37. Highwav Patrol I Ziv-UA)

Jeff's Collie (TTC)

Little Rascals (Interstate)

Looney Tunes (UAA)

41. Honeymooners (CBS Films)

42. Cannonball (ITC)
Deadline I Flamingo)
Roy Rogers (Rogers Synd.)
How to Marry a M"aire (NTA

46. This Is Alice i \T Vi

47. Mr. District Attorney fZlv)
N. Y. Confidential (ITC

49. LifeofRilev (CNP)

50. Decov l Official I

RATI NX

kUDIENCE

COMPC

SITION*

TOTAL

11.0

236

10.5

112

202

10.5

232

10.1

217

9.8

210

9.8

216

9.7

195

0.7

236

9.4

232

9.4

209

9.4

234

9.1

211

9.1

226

9.1

101

222

9.1

112

182

8.9

250

8.7

237

8.7

223

8.7

190

i) 8.7

234

8.5

229

8.2

201

8.2

105

7.8

194

7.7

221

*Per 100 homes

• 3 OCTOBER 1960

PUBLICATIONS INC.

A round-up of trade talk,
trends and tips for admen

SPONSOR HEARS

The succession of presidents at Colgate (E. H. Little to G. H. Lesh), people at
copyright i960 its agencies feel, has created somewhat of a question mark as to who is actually

sponsop carrying the air media ball, or a general hesitation on how to proceed.

To put it in baseball terms: just wbo is it on first base, second base and third base and
how do you get to the home plate?

It's amazing how one network consistently outbedazzles another network when
it comes to presenting its air talent at special trade occasions, such as dinners, etc.

The likely reason: the network that does the job up brown usually plans for it long in
advance and assigns to the task a showman-producer who has specialized in this sort of thing.

You've been around the business a long, long time if you can recall when:

• Stations had manned mikes at train stops to interview agency people and others
bound for an NAB convention.

• When ex-N. Y. Governor Al Smith, Jock Whitney, ex-Pepsi-Cola president Walter
Mack and George B. Storer were at various periods lessee-operators of WMCA, N.Y.

• The Lux Radio Theatre was given a tryout on WGN, Chicago.

• Union Insurance's Roses and Drums dressed its radio actors up in Civil War uni-
forms and crinolines to make the show more conducive for the studio audience.

• The soap opera actor scale was $15 for performance and $7.50 for rehearsal.

• There were two sponsored minstrel shows: Sinclair Minstrels out of Chicago and
Dutch Masters Minstrels out of New York.

• Network artists bureaus kept for themselves as much as a half or two-thirds of
what they collected for a performer from a sponsor.

• Radio was sold without sales promotion pieces based on studies by some stripe
of social scientist.

• You could count the v.p.'s at any network on the fingers of one hand.

Even the fabulously successful P&G has had plenty of missouts in its efforts
with new products on the market.

Among the failures: Whirl, a liquid shortening; Wondra, a cold cream and soap; Teel,
a liquid dentifrice; Secret, a permanent wave; Ivory Shaving Cream.
Present problem area: peanut butter.

A tv network salesman, who's a comparative newcomer to the business, learned a les-
son in restraint in the matter of competitive selling.

He was pitching to an executive in a upper-rung Madison Avenue agency and in the midst
of his sharp critique of spot, his auditor stopped him with this rebuke:

"You forget that not only the organization you work for is in the spot busi-
ness through its o&o stations, but a substantial part of our tv billings is in spot. If
whal you say against spot is right, we've been misleading our clients for a long time."

SPONSOR • 3 OCTOBER 1960

A copywriter is questioning a WMAL-TV executive.

STEPPED
UP
CAMPAIGN

Copywriter: "You say that station C was 27 steps
(their steps) ahead of us when we began pursuit."

Exec: "That's right."

"And they take eight steps to our five."

"True."

"Then how on earth did we catch them?"

"Bigger steps.* Two of our steps equal five of 'CY.
Your experience with those puzzle ads should enable
you to compute exactly how many steps we took to
catch them. In fact, you might be able to make an
ad from this."

Our copywriter produces the correct mathematical solu-
tion. Duplicate his feat and win a copy of Dudeney's
"Amusements in Mathematics" — Dover Publications,
Inc., N. Y. Repeat winners will receive an unre-
pealed prize.

* First-rate local personalities, first-run movies, ABC pro-
graming and a number of other big WMAL-TV steps that
an H-R representative will be happy to discuss.

wmel-tv

Washington, D. C.
An Evening Star Station, represented by H-R Television, Inc.
Filiated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va.
SPONSOR • 3 OCTOBER 1960 61

COMPUTERS

i Continued from jhil'

the morning? Y&R's Campman an-
swered for himself and his counter-
parts M No! M Tnere will be a sav-
in:: in personnel in the areas of esti-
mating contracts and forwarding, he
said, "but there will always be more
to buying than the slide rule, or even
the I nivac."

\nd even the I nivac "agrees."
Perhaps some da\ in the future, theo-
rized Y\R when introducing its
Remington Rand set-up. the computer
ma\ be a self-contained "thinking
mac bine."" But even the largest model
new made, ''as complex and broadly
useful as it is. can"t theorize, use in-
dependent judgment, or use intuition
to arrive at a conclusion.

"All these machines can do is to
utilize and combine data which have
been carefully broken down for them
into a special code . . . the com-
puter'? 'language.* This painstaking
breakdown of facts and figures into
it- tiny components, which makes up
the language, is called programing.

"The only practical thinking ma-
chine now in existence is still the hu-
man brain."" ^

SPONSOR ASKS

i Continued from page 51 I

a smooth suave voice coming out <>f
that machine when the product is
beamed at the cracker barrel crowd.
With this handv guide and your
diners club card you'll wow "em on
the avenue!

Kathyrn Broman, director of uomen's
activities, WIT LP, Springfield, Mass.
Not only do I think that visits by-
station management are a must for
solidifying relations with the ad agen-
cies, but I feel it is just as important

for station personalities to take some
time off from their radio or tv jobs
to meet these people at agencies and
give them a chance to get a first hand
idea of how the personalities that
may be doing their commercials look,
act and handle themselves.

A lot of agency people seem to

To All Members of the

BROADCAST PIONEERS

New York City — Philadelphia Chapters

you and your friends

are cordially invited to attend a

Gala Evening
Entertainment
Prizes
Surprises

Savoy-Hilton Hotel 59th St.-Fifth Avenue
Crystal Suite

Tuesday — October 4th

Cocktails at 6
DON'T MISS THIS FIRST BI-CHAPTER GALA
EVENING WITH YOUR FELLOW PIONEERS.

Price. i8.00 per ticket (including full course

dinner, entertainment, gratuities and tax)

For Reservations, phone M. H. Shapiro Plaza 9-1500

think that because the personality is
not from New 1 ork he is liable to
botch up a commercial or he might
not be suited for the commercial
product lor which the agencv is buy-
ing time. However, \>hen the agency
people get a chance to meet the per-
sonalities, talk to them and discuss
the type of program, audience and
general market make-up they serve,
most of their suspicions disappear.

The visit to an ad agency by a sta-
tion personality I think should be
standard operating procedure at least
two or three times a vear. Not onl]
does a personal visit give the person-
ality a chance to give a solid pitch
for his or her own program but it
also is a tremendous opportunity to
sell the station as a whole.

I know on several occasions I have
gone to visit agencies in New York
primarily to make a pitch for my own
program on X^ ^ LP. and have run
across the situation where the agencv
timebuyer has a product that was not
suited for my show. But after discus-
sing the various shows on \^ \^ LP I
was able to come away with the or-
der for another show on the station.

Another fallacv that I would like to
punch full of holes is the oft-repeated
grumble that the agency people don't
have enough time to see station peo-
ple or personalities, or that the\
wouldn't be welcome. I've found that
the exact opposite is tru-
people are delighted to meet ^ith per-
sonalities despite their heavy sched-
ules and I have never received a
"brush-off"' routine. They have been
exceptionally gracious and have been
more than pleased to learn more
about the market, other personalities
and the general make-up of the sta-
tions in the areas in which they are
using campaigns.

The proof of these personal visits
is in the orders that come through.
On the first trip I made to visit agen-
cies I came back with four orders.
And I have never yet made a visit to
the agencies without coming back
\\ith some orders.

I try to make a trip to \ i~it the
agencv people at least twice a year,
and in the future I hope I can do it
more often. I think that every sta-
tion should make it a point that its
personalities be given a chance to
meet timebuyers at agencies with
either the station representatives or
the station management when they
make their regular visits. ^

SPONSOR • 3 OCTOBER 1960

• • • in the San Antonio report

WOAI-TV

dominates every category!

ADVERTISERS

NEWS & IDEA

WRAP-UP

'LITTLE MISS PEACOCK,' wi

gets bussed by Carole A. Melan
contest judges. Five-year-old gl

r of WINS (N.Y.) contest for prettiest little girl in WINSIand,
■ (I) and llene Jones, models of Foster-Ferguson Talent Agcy.,
) Nancy Winkler, hails from Brooklyn

SIMULTANEOUS EQUAL TIME is what both part

ies are getting in new Advertising Council

tv spots aimed at stepping up contributions to candid

te and party campaigns. Shown here during

recent shooting of film in Wash., D. C. (l-r): Gordo

Kinnery, radio tv dir., Adv. Council; Sen.

Thruston B. Morton; Sen. Henry M. Jackson; Al

an M. Wilson, v. p. Advertising Council

The Allen B. Wrisley Co. (Peitsh-
er, Janda) is readying a tv tesl
for a new toiletry product, kiddie
bubble bath in three markets:
Columbus, Syracuse, and Phoe-

Campaigns : Buick, General Motors
I McCann-Erickson I to introduce its
1961 line via the Bob Hope Buick
Show, NBC. and a pre-announcemenl
radio schedule in kev markets . .
General Foods, I Benton & Bowles I
to introduce Instant Yuban in tl«
Dallas area with a multiple spot t\
campaign . . . Whitehouse Foods
refrigerated dressings I McNeill. Mc
Cleary & Cochran I taking a 13-weel
saturation flight on KABC Radio, L. A

Personnel moves: Thomas R
Smith to General Food Post division
White Plains, N. Y.. as assistant mar
ket research manaser . . . Bernarti

TELETHON for Variety Club Charitie:
raised over $100,000 thanks to KDKA-TV
Pittsburgh. Participating performers (l-r)
Roscoe 'Hennesey' Karns; Clayton 'The Lon«
Ranger' Moore; Shirley 'My Sister Eileen
Bonne; and Raymond 'Perry Mason' Bun

is¥'d!i

WANT TO TRAP A SPONSOR? Rube Gold
berg (r) tells Trans-Lux Tv's Richard Brandt
(I), pres., Richard Carlton, v.p. sales, how
with his latest invention. It's part of Trans-Lux':
new 'Rube Goldberg's Inventions' series

SPONSOR • 3 OCTOBER 196C

troldberg elected v. p. in charge of
advertising, Schenley Import Co.

Vew company: The Jerry Fran-
ten Company, advertising and pub-
ic relations. Office location: Holly-
wood, and New York City.

AGENCIES

„aRoche is back in the toiletry
ield: via 75% of the Lanolin
'lus account, recently resigned
»y EW-R&R.

The LP advertising runs between
*3.5-4 million with most of its tv tied
1 with barter.

LaRoche's share of the Lanolin

'lus roster includes: Wash V Curl.

Cash V Tint, Lanolin Plus Liquid.

Daniels & Charles takes on Rybutol,

nd Color Plus, and Nail Strengthen-

Enamel now being tested. This

j aakes up for LaRoche about as much

* it lost by quitting Revlon.

Agency appointments: The Gold
Seal Vineyards to Kastor, Hilton,
Chesley, Clifford & Atherton . . .

Warner-Lambert to Lambert &
Feasley for Sloan's Liniment and
Sloan's Balm . . . Overseas Commodex
Corp. to Lambert & Feasley . . .
The Lawson Milk Co. to Wyse Ad-
vertising, Cleveland . . . Schorn
Paint Manufacturing Co. (div. Na-
tional Lead I to McCann-Erickson,
Seattle office.

Admen on the move: Gary W.
Harm promoted to media director.
Karker-Peterson. Minneapolis . . .
A. E. Staley HI resigned as v. p. and
account supervisor, Dancer-Fitzger-
ald-Sample to Arthur Meyerhoff As-
sociates, Chicago, as marketing direc-
tor .. . Gordon F. Buck from Foote.
Cone. & Belding to Aubrey, Finlay.
Marley & Hodgson. Chicago, as busi-
ness manager . . . James Blair from
TelePrompTer Corp. N. Y. to Detroit
office, N. W. Aver as service repre-
sentative . . . John F. White Jr.
from McCann-Erickson to Grant as

account supervisor . . . Ed. A. Leary
from Perrin-Paus, Chicago, to Grant
as account supervisor . . . Nelle Bell
to Harris & Weinstein Associates, At-
lanta, as media buyer.

More admen on the move : Duncan
John Angier to copy staff, Adams &
Keyes . . . Evelyn Waldman from Ed-
ward H. Weiss to Tatham-Laird, Chi-
cago, as senior marketing research
analyst . . . Cherie Lee and Jack
Wallace appointed associate creative
directors, McCann-Erickson, Chicago
. . . Harold Balk from L. C. Gum-
binner to Guild. Bascom & Bonfigli,
N . i . as account executive . . . Ken-
neth M. Spence from Norman, Craig
& Kummel to Chirurg & Cairns as ac-
count executive.

Agency additions : Robert Savage,
James Fisher and John Thomas to

Ogilvy. Benson & Mather as account
executives.

Thev were named '

.*s: August

,<AIDEN VOYAGE for 65-foot KHJ-TV (LA.) yacht cons
day trips up the Hudson for N.Y. agency and ad people

MONKEYING AROUND is penalty KEX (Portland, Ore.) d.j. Lee
Smith must suffer for losing Zoo Railway d.j. money-raising contest.
All through the show other KEX d.j.'s threw peanuts at Smith

CLEVEREST ADVERTISING INVENTION
SINCE TELEVI!

Here's how to get a sneak preview
of the new 5-minute "Sidesplitters"
by the world's wackiest inventor...
Rube (who else?) Goldberg.

One look at the pilot film now available

for audition and you'll know why this dizzy series

will dazzle, delight — and sell!

National advertisers and their agencies can spend

the most valuable five minutes of a lifet;

catching this preview (custom-shown

at your convenience).

130 of these episodes, each

with a new invention, and

starring Joe Flynn and Dave

Willock with the animated

artistry of Rube Goldberg,

will be available for

TV advertisers in 1961.

TV ADVERTISER (A) READS AD IN PAPER AND JUMPS UP AND DOWN WITH GLEE, JACKJNG UP DOG (B) DOG GRAB

BONE(C), OPENING CAGE(O) AND RELEASING MOTHS(E) WHICH EAT LARGE WOOLEN SOCK (F) LOSS OF WEIGHT IN SOCK

CAUSES LIGHTED CANDlE(G) TO SET FIRE TO WIG SHOWING NEW BEEHIVE HAIRDO (H) FIREMAN (l), SEEING FLAMES.

RUNS ON TREADMILL (J) WHICH SETS PROJECTION MACHINE (K) IN MOTION SHOWING PILOT OF RUBE GOLDBERG'S NEW TV SHO*

Audition Screenings by appointment:

Call or Wire: Richard Carlton. Vice President in Charge of Sales

TRANS-LUX TELEVISION CORP.

.625 Madison Avenue. New York 22. N. Y.

Phone: PLaza 1-3HO

Chicago • Los Angeles

! • 3 OCTOBER 19 i ?

A. Wavpotich, Ogilvy, Benson &
Mather . . . Otto Prochazka, Danc-
er-Fitzgerald-Sample.

They were named directors : Har-
old S. LeDuc and Eugene F. Mc-
Garvey, Gray & Rogers. Philadelphia,
public relations department.

ASSOCIATIONS

NAB's fall conference in Atlanta
13-14 October will include talks
by Noah Langdale Jr., president
Georgia State College Business
Administration; and G. Richard
Shafto, executive v.p. of WIS and
WIS-TV, Columbia, S. C.

NAB actions and developments:

an up-to-date summary of federal lot-
tery laws — the fourth edition of
Broadcasting and the Federal
Lottery Laws. The publication goes
into: 1. A definition of lotteries. 2.
Cites federal statutes. 3. Summarizes
enforcement and penalty provisions.

TV STATIONS

The nation's tobacco companies
spent 11.5% more in tv advertis-
ing during the first six months of
this year over the like period, last
year, according to the Television
Bureau of Advertising.

Gasoline companies also favored tv
with a 45% increase during the first
half of 1960. National spot billings
reached a total of $13,199,000, ac-
cording to TvB.

Beer advertisers followed the tv
trend with an increased national spot
and network tv advertising gross time
billing for the first six months of the
year of $26.3 million. Last year's
comparable time billing: $24.5 mil-

Ideas at work:

Clean up time: KTRE-TV, Luftin,
Texas, sparked a community improve-
ment program with its Yard Beautiful
Contest. The format: each week dur-
ing the campaign, an area home was
honored as yard beautiful of the
week. The winner received and dis-

played a sign in his yard acclaiming
him as winner. Area folks went all
out to compete for the honor.
Whoa-there: WTVN-TV, Colum-
bus, Ohio, tried the realistic approach
in an effort to promote its new pro-
gram Pony Express. The station
hired a former rodeo horse, put one
of the station floor boys in the sad-
dle, and both horse and rider made
the rounds of shopping areas handing
out messages which read "See Pony
Express tonite at 7 on channel 6."

Station acquisition: WBIR-AM-

TV, Knoxville, Tenn., sold to the
Greenville, South Carolina News-
Piedmont paper by the Taft Broad-
casting Corp. Sale price: $3,250,000.
Sale brokered by Blackburn & Co.,
Washington, D. C.

More power: WVUE-TV, New Or-
leans, got FCC nod for power increase
to 316 kw visual and 158 kw aural.

Sports notes: WHNB, Hartford,
Conn., telecast of Baltimore Colts
football games to be sponsored by

'Mr. Kavloff, a.6 our ttf^
0>^ bab«y car<, how do 4* M
^*Xt o. child qood f"

wel», *D? tic,

pretty <jOoc{ I
'BearrutiVy/

iPONSOR • 3 OCTOBER 1960

Hartford Fire Insurance Co., and
Connecticut Hank & Trust Co. . . .
WNHC-TV, New Haven, Conn., to
telecast Saturday N.C.A.A. and Sun-
da\ American Football League games
. .'. K1PLR-TV, St. Louis, to carrj
Notre Dame football games.

Thisa n' data: KOCO-TV, Okla-
homa (it\. debuting a physical fitness
program for women . . . KEZI-TV,
Eugene, Ore., to affiliate with ABC. 1
November . . . WREX-TV, and
WTVO, assisted 1>\ radio stations
\\ RRR, WROK, and WJRL, all Rock-
ford. Illinois, played host to some 50
Chicago advertising executives, 16
September, with a get-acquainted day
tour of the Rockford area.

Program notes: WKJG-TV, Fort
Wayne, Ind.; WCSH-TV, Portland,
Me.; WSPD, Toledo. Ohio: WSTV,
Steubenville, Ohio; KSOO, Sioux
Falls, S. D.: WDAM-TV, Hatties-
burg-Laurel. Miss.: and KVAL-TV,
Eugene. Ore., to carry NBC's Conti-
nental Classroom Course in Contem-
porary Mathematics.

New station quarters: The Beau-
mont Broadcasting Corp., owners of
KFDM-TV, Beaumont -Port Arthur,
Tex., is constructing a new television
center to house KFDM studios and
offices. Contemporary in design, the
huilding will he ready for occupancy
b) I January.

People on the move: Phil John-
son to WWL-TV, New Orleans, as
promotion manager . . . Robert
Dressier from production manager
WNBQ, Chicago, to production man-
ager of video tape recording depart-
ment, same station . . . Don Chap-
man from Adam Young to WPIX,
N. Y., as account executive . . .
Larry Carothers from KVET, Aus-
tin, Tex., to KTBC-AM-TV, same city,
as promotion manager . . . Eddie
Cary to KXJB-TV, Fargo, N. D., as
staff announcer . . . Richard Paul
from WBRE-TV and radio, Wilkes-
Barre, Pa., to WAVY -TV as promo-
tion & advertising director . . . Mark
L. Wodlinger to WMBD-TV, Peoria,
111., as station manager . . . Tom
Hoover appointed director of news,

sports and special events of Triangle
Television group: KVAL, Eugene.
Ore.; KPIC-TV, Roseburg, Ore.; and
KCBY-TY, Coos Bay, Ore.

More people on the move: Rob-
ert C. Buckley to production man-
ager, Mrs. Ardis Bequette, pro-
gram director, Mrs. Phyllis Mitch-
ell, office manager, and John Par-
sons, chief photographer, all KHAS-

TV, Hastings, Neb Ralph Kan-

na to WHCT, Hartford. Conn., as
program director . . . Robert B.
Farrow from KATZ, St. Louis, to
WICS-TV as account executive . . .
Janet Byers from KYW, Cleveland,
to KFWB, Hollywood, as advertising
manager.

RADIO STATIONS

Atlanta broadcasting execs — J.
Leonard Reinsch and Elmo I. El-
lis have put out a book dealing
with the radio industry.

The authors go into the many fac-
ets connected with radio station pro-

SPONSOR • 3 OCTOBER ]960

graining, promotion, advertising,
merchandising, broadcasting laws,
and a score of other radio industry
subjects.

The book is entitled Radio Station
Management.

Ideas at work:

For crying out loud: WIL, St.

Louis, is paying out good money for
weepers. The idea: listeners are en-
couraged to send along their weepiest
hard-luck story for consideration in
the station's Loser's Contest. The
hard-luck story that really tugs at the
hearts of the contest judges wins a
$100 prize.

The last word: KABC, LA..

proved that women are more adept
with words when the station's Time-
buyers Contest was won by four mem-
bers of the buying profession distaff
side. The contest: timebuyers were
asked to contribute the best one word
description of KABC's programing
and personalities. The winners: Ruth
Johnson (Milton Carlson), Sandy
I Dare (Beckman, Koblitz). Claire
Moses (The Goodman Organization)

and Dorothy Staff (Grant Advertis-

More ideas at work :

Help from KELP: KELP, El

Paso, played mother's helper by treat-
ing the ladies to a morning off. The
scheme: the gals were invited to the
leading downtown theater to see, free,
a special showing of a movie. To add
to the occasion, the station arranged
a baby-sitting service for the young-
sters and a follow-up treat of a snack-
type breakfast of coffee and dough-

Happy birthday: KNX, L.A., cele-
brating its 40th anniversary.

Station acquisition: KFOX-AM-

FM, Long Beach, Calif., purchased
by Max Resnick and Robert Symonds,
from Kenyon Brown, Bing Crosby,
and Kevin Sweeney for $850,000.
Sale brokered by Blackburn & Com-
pany, Washington, D. C.

Thisa 'n' data: KOIL, Omaha,
playing coffee break host to business

offices by serving coffee in the a.m.
The special KOIL treat is obtained by
a phone call from employer to sta-
tion . . . WCKR, Miami, keeping
teenagers busy counting station call
letters painted on a wildly-painted
auto — Krazy Kar. The winner gets
the Kar, paint, call-letters, and all . . .
KXOK, St. Louis, increasing its
United Nations News service to keep
pace with current events . . . WKNB,
West Hartford, Conn., kept telephone
company frantic when the station re-
ceived some 7,264 phone calls during
one week when listeners called asking
for sports scores, a service promoted
by the station.

Sports notes: Lee Adam Pontiac
agency to co-sponsor Notre Dame
football games over KGO, San Fran-
cisco . . . Monroe Auto Equipment
and Pontiac Motors Division, GMC,
to sponsor ten-game Notre Dame foot-
ball schedule over WFIL, Philadel-
phia.

Kudos: WPON, Pontiac, Mich.,
news director Larry Payne recipient
of Michigan Associated Press Broad-

casters 1 Division I top newsman
award . . . kNOk. Dallas-Fort \\ orth,
winner national award Pet Milk Gos-
pel Singing Contest . . . WNEW,
N.Y., presented with citation from
I he American Bihle Society for its
program Living Bible.

People on the move: Bernie
Mann to WTRY, Albany, as sales
manager . . . Donald P. Rupert

from account executive, WRIT. St.
Louis, to sales manager, same station
. . . Mort Hall from WBBM as crea-
tive director, to J. Walter Thompson.
Chicago office, as creative department
head . . . James Mergen from
KDWB, Minneapolis, to KLAC. L.A..
as account executive . . . Dwight
Case from KRAK, Sacramento-Stock-
ton, to KOBY, San Francisco, as ac-
count executive . . . William Hoft-
zer from KFRC, San Francisco, to
KOBY, same city, as account execu-
tive . . . Sam Posner from KBAY-
FM, San Francisco, to KOBY. same
city, as account executive . . . Robert
S. Hix, resigned, as general manager
KHOW, Denver . . . James F.
Combs to WSAZ, Huntington-

Charleston, W. Va., as director of
weather service . . . George S. Diet-
rich promotion station manager,
WNBC. WNBC-FM, Vu York City.
More people on the move: Harry
A. karr, Jr., to acting station man-
ager post, \\ RC, \\ RC-FM, Washing-
ton, D. C. . . . Pat Francois promot-
ed to program director, KFIV, Mo-
desto, Calif. . . . Bob Barnett from
KSRO, Santa Rosa, Calif., to KFIV.
Modesto, Calif., as d.j. . . . Dick
Doty to WWIL and WWIL-FM, Fort
Lauderdale, Fla.. as general manager.
He comes from Miller, Bacon. Avrutis
& Simons advertising agenc\ .

Fm in the Chicago area is in for
another major hypo.

A new magazine, Chicago Scene,
scheduled to break 16 October, for
bi-monthly publication, will include
a special section. Fm Highlights.

Fm'ers in the Hartford area are
getting together with civic groups,

educators, and newspaper people
in an all out effort to stimulate an
interest in good music listening.

The occasion: Fm Festival of Mu-
sic — observed during the month of
October.

More than 100 key advertising
execs were given the first presen-
tation of the recently organized
kansas City Fm Broadcasters
Assn. last week.

The event was sponsored by the
Electrical Association of Kansas
City.

NETWORKS

Net tv sales: Procter & Gamble

I Benton & Bowles) to sponsor Vic-
tory At Sea, 29 December, on NBC
. . . Ford Motor Co. to sponsor
Christmas Startime, a 1959 re-
broadcast, this Christmas, on CBS . . .
CBS National League Football spon-
sorship purchased by Philip Morris
(Leo Burnett I ; P. Ballantine & Co.
and Sun Oil Co. I William Estv i ;
Shell Oil Co. (JWT) ; Studebaker-

SPONSOR • 3 OCTOBER 1960

Packard i D'Arcy Advertising I ;
American Oil Co. and Pan Am Oil

(Joseph Katzl: Falstaff Brewing
Corp. I Dancer-Fitzgerald-Sample I ;
Speedway Oil Co. and Altes Lager
Beer i W. B. Doner i : Standard Oil
of Indiana I D'Arcy i : National
Brewing Co. (W. B. Doner);
Ha m m Brewing Co. (Campbell-
Mithun) ; Union Oil Co. (Y&R) . . .
Canada Dry to co-sponsor Walt Dis-
ney Presents. ABC.

Net radio sales: Sehaefer Beer

I BBDO) purchased Monday, Wednes-
day and Friday sponsorship WNBC.
Circle of Sports.

Personnel moves : Milton R. Nea-

man appointed director of facilities.
CBS . . . Robert A. Jelinek to CBS

TV business affairs department.

Net program notes: NBC to carry
Bowling Stars, a half-hour taped
match-game competition between two
bowling stars, 26 weeks, beginning 15
October. General Mills I Knox Reeves)

to sponsor . . . Fred Coe and \rihui
Penn producing four dramas for VBC
TV.

REPRESENTATIVES

Rep appointments : WDAF-TV

and WDAF, Kansas City, to Edward
Perry . . . WCKR, Miami: KANS,
Kansas City: WHIS-AM and TV,

Bluefield, W. Va.; KABL, San Fran-
cisco; and WYSL, Buffalo, all to
Clarke Brown, for Southern represen-
tation . . . WWSR, St. Albans, Vt., to
New England Spot Sales for regional
representation . . . KOMU-TV, Co-
lumbia. Missouri, to Avery-Knodel,
national representation.

Personnel moves: John A. Gar-
land from Scott Paper Co. to sales
staff Deyney-O'Connell, New York
City . . . Robert Schneider from
CBS Television Spot Sales to Edward
Petrv & Co. as director of research.

New firm: Sandeberg Gates & Co.

radio-tv representatives. Offices lo-

cated: San Francisco, Hollywood,
Chicago.

An 18-fold increase in mattress
sales in just ten days is the suc-
cess story that Ziv-UA is telling
about Louis Shanks furniture in
Austin, Tex.

The syndicated show sharing glorj
for the success: Sea Hunt, on KTBC-
TV.

Shanks, incidentally, has been in
tv for six years, all of them with ci-
ther Sea Hunt or / Led Three Lives,
another Ziv-L A series.

Sales: Ziv-UA's Men Into Space and
KTTV's Divorce Court to WPIX,
New York . . . M & A Alexander's
Q. T. Hush, Private Eve to W ABC-
TV, New York: WIIC, Pittsburgh;
KSTP-TV. Minneapolis; and KSD-
TV, St. Louis . . . WGN-TV, Chicago,
to telecast ITCs Best of the Post in
color for People's Gas. Light and
Coke Co. iNL&Bl . . . Barclay Pre-

LAIR: RADIO WITH A DIFFERENCE-FROM ABC

Bright people and bright talk make a show with a bright future. It's ABC's FLAIR,
a new kind of radio variety and home service program. FLAIR'S daily 55 minutes
is under the egregious aegis of Dick Van Dyke, our choice as Young Adult Of The
Year. Dick's regulars are (despite appearances) all experts in their fields. They
make up a long list* of famous types: up-beat, off-beat, down-beat, on-beat. (And
all definitely un-beat.) FLAIR is strictly for the Supermarket Set . . . the millions
of young adult women with large families ... the gals with the packaged goods
habit. FLAIR takes to the air on October 3. Get with it. FLAIR is even fun to buy.
Let your ABC Radio Salesman tell you all about it.

FLAIR ON THE ABC RADIO NETWORK

LONG LIST; Boris Karloff • Toofs Shor •
Gussie Moran • Theodore Bikel • Hans (
Peggy Cass • Wayne and Shuster • Je,
Jonathan Winters • Arlene Francis •

Audrey Meadows • Jean Carroll • Toni Gilbert • David Wade • Eileen Ford • Bonnie Prudden
nned • Irene Hayes • Johnny Desmond • Martha Rountree ■ Vance Packard • Lawrence Galton
i Shepherd • Natalie Brooks • Joe Leitin • Orson Bean ■ Betty Walker • Connie Bannister
lermione Gingold • Phyllis Kirk • Arthur Treacher • Fernando Lamas ■ H. Allen Smith

SPONSOR • 3 OCTOBER 1960

Berves (Raj Barron) to present CBS
Films' Deput) Dawg on \\ HDH-TV,
Boston . . . Ziv-1 \ a second year of
Lock I /> to K. J. Reynolds (Esty)
and Italian Swiss Colon) wine (Ho-
aig, Cooper, and Harrington) on
KRON-TV, San Francisco; Pioneer
Hi-Bred Corn I klau-Van Pietersom-
Dunlap) on KELO-TV, Sioux Falls;
and to stations WMCT. Memphis;
KTVO, Ottun.ua. and KMJ-TV, Fres-
no . . . ITC's Best of the Post to the
Collins Co.. in Louisville, Evansville,
and Lexington: Kentucky Utilities on
WPSD-TV, Paducah; California-Ore-

gon Power in Eugene-Roseburg;
Union National Bank of Arkansas in
Little Rock; Miles Labs and Safeway
Stores on KING-TV, Seattle; First
Federal Savings Bank and John T.
Nothnagle Realty on WROC-TV,
Rochester; Graves Red and White
Supermarket on WAGM-TV, Presque
Isle, and to station KGHL-TV. Bill-

International: CBS Television sta-
tions division and Goar Mestre open
their live, tape, and film studios in
Buenos Aires; the program produc-

MINNEAPOLIS
ST. PAUL

WPBC

ADULT
RADIO

Adventures

Better

Listening

Tied for 2nd place — average } A hour share of audience —
six a.m. to six p.m. — Monday through Friday — May-June 1960,
Upper 50% Pulse.

William V. Stewart,
WPBC President

Broadcast Time Sales
National Representatives

tion company formed by the two in-
terests in PROARTEL, and its prod-
uct will be made available through-
out the Spanish-speaking world.
Buenos Aires, incidentally, has more
than 500,000 tv homes . . . Carl H.
Goldstein appointed Screen Gems
representative in San Juan, Puerto
Rico.

Programs and production: Jack
H. Harris will develop a full hour se-
ries for CBS TV in 1961 . . . KTTV's
Golden Camera is a program featur-
ing uncut motion picture classics in
Los Angeles . . . Rocky Marciano
signed with Programs for Television
for a regular series.

Commercials: Duncan Coffee Com-
pany's Admiration coffee will use Mr.
Perk and Senor Bean in the south-
west. The animated characters were
created and made by Animation,
Inc.; agency is Clay Stephenson As-
sociates of Houston . . . FC&B's Los
Angeles office received the Golden
Smokey public service award . . .
Fred Niles Productions appoints
Max D. Pride as sales v.p., succeed-
ing Fred Foster . . . Peter A. Grif-
fith elected a v.p. of Transfilm-
Caravel.

Promotion: Screen Gems' Huckle-
berry Hound for President promotion
will visit Freedomland on 8 October
under the auspices of Macy's and
WPIX, New York . . . NTA is about
to launch the largest advertising and
promotion campaign in its history,
through Moss Associates.

Tape notes: Philip McEnemy

joins Videotape Productions of New
York as sales account executive . . .
International Video Tape Re-
cording & Production (IVT) is
launching its first mobile tape cruiser
. . . Tape production and playback
standards were discussed this week in
Washington, D. C, by the NAB's
videotape usage committee; meeting
is under the direction of Bill Mi-
chaels of WJBK-TV. Detroit; other
committee members are Virgil Dun-
can, WRAL-TV, Raleigh; Kenneth
Tredwell, WBTV. Charlotte; Nor-
man Bagwell, WKY-TV, Oklahoma
City; Robert Breckner, KTTV, Los
Angeles; Stokes Gresham, WISH-
TV, Indianapolis: Raymond J. Bow-
ley, WBC, New York, and Charles

SPONSOR • 3 OCTOBER 1960

In the Public Interest . . .

Another citation for WSB-Radio, The Voice of the South

Congressman John J. Flynt {seated left) congratulates Frank Gaither, general ,
WSB's winning the special "Safetython" award given by the GAB. Looking <
chairman, and Elmo Ellis, WSB-Radio program director.

Following a tradition of 38 years of broadcasting in the public
interest, WSB-Radio joined other broadcasters during the July 4
holidays to wage an unprecedented safety campaign to save lives
on the highways.

The station utilized a three-pronged approach, featuring 1100
announcements, during a three-day period, with reports from the
station helicopter, the mobile news units, and prominent state
and city officials

This promotion was judged best by the Georgia Association
of Broadcasters among stations serving a market of more than
75,000 population. It is this type of programming in the public
interest that has served to make WSB-Radio synonymous with
public service in the minds of listeners, and has won for the
station a tremendous audience loyalty.

Radio

The Voice of the South / Atlanta

I EdwirdYpetry AICo., Inc.)

.Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Represented by Petry. Associated with WS0C/WS0C-TV, Charlotte; WHIO/WHIO-TV, Dayton.
SPONSOR • 3 OCTOBER 1960 73

Leading^* Dallas agencies place.

among top 4 stations in total market
and in top 2 for quality market !

E. Corcoran, NBC TV, New York.

Strictly personnel: Chuck Connors
will substitute for Charlton Heston as
an alternate member of the SAG
board for six months . . . Earle B.
Harris joins International Telemeter
as production manager . . . Carl H.
Law ton appointed sales representa-
tive for Magna Film Productions of
Boston and Watertown, Mass. . . .
SMPTE's Progress Medal award to
Otto H. Sehade, RCA staff engineer
at Harrison. Y J.

PUBLIC SERVICE

Ideas at work:

Kids love life: WDRC-AM-FM,

Hartford. Conn., aired the voices of
35 youngsters, state troopers, town
police, aides and doctors from hospi-
tal emergency wards in a Kids love
life-Drive Lovingly campaign. In ad-
dition, safety stickers were distributed
for car bumpers bolstering the plea.
Songs for presidents: WIND, Chi-
cago, is adding color to the national
elections by inaugurating an eight
program series entitled Songs for
Presidents. The programs offer a
wide variety of humorous, patriotic,
cynical and serious lyrics covering
election years of the past to the pres-
ent.

Radio helps tv: WYSL, Buffalo,
started something new in public serv-
icing when it w<ent all-out to help a tv
station. WYSL cleared the wav for
air time to saturate with WNED-TV
story testimonials bv the city's mayor
and other business leaders.

Thisa 'n' data: WIBG, Philadel-
phia, adding two new public service
features: Hit and Run, for which j
the station pavs fifty dollars cash for i
information leading to the apprehen- I
sion of hit and run drivers ; and Phila-
delphia Speaks Out, an education-
ogram . . . KCHA, Charles City,
Iowa, beginning third money raising
campaign for heart operation
fourth year. Current victim, mother
of 4 . . WAAF, Chicago, helping ,
the elections along with a Get Out
The Vote campaign . . . WWLP, |
Springfield. Mass., resuming West-
ern Massachusetts Highlights, a I
program dealing with area subjects,
and personalities . . . KOCO-TV,

SPONSOR • 3 OCTOBER 1960

I'm sold on J I

Iird work sold him on 7... the same creative energy that has
ide ABC's Flagship the leader in the growing West. KABC-TV's
gressive team and vast facilities at TV Center stand ready to
)rk hard to sell your product You can be sold on 7, too.

Oklahoma Cit) . airing five minute
nightb show giving out information
of nation's most wanted criminals.

Kudo-: WEYD. New York Cit\.
recipient of public service award
for program Jewish Home Show.
Presentation was made by Medical
Societj of the Five Counties and the
Medical Society of New York State
to Ruth Jacobs, program hostess.

Service programing: KGO-TV,

San Francisco, beginning instructive,
area historical series. Expedition-

California . . . KABC. L \.. going

all out in support of Sunair home for
asthmatic children . . . NBC-TV,
Y ^ . to -tart telecasting Victory, a
series of public affairs programs on
the nation's defense activ itie- . . .
KNXT. L. A., to premiere seven public
affairs programs covering new science,
music, religion . . . WPON, Pontiac,
Mich., to present Consultation, be-
ginning this week, a panel show of
medical problems and solutions . . .
NBC forming two separate news staffs
to provide faster and more thorough
coverage of 1960 elections . . .

Now you can. listen.

and compare
before you buy
the rich. Syracuse

N.Y. market

at our
expense

ixi by

. . . Get the proof ol WFBL leadership! Make a personal survey of
station programming in Syracuse — by telephone. Call WFBL col-
lect at any time ol day or night to hear the live broadcast of the
moment by am or all stations. We think you'll agree with local
listeners and advertisers; the most enjoyable good music, the best
news reporting in Central New York is heard on WFBL. It delivers
the audience you want to sell. Listen, compare. Prove it to yourself.
Phone HOward 3-8631 collect. Ask lor Sponsor Listening Service.

radio

5000 WATTS DAY AND NIGHT

FIRST IN CENTRAL NEW YORK

REPRESENTED NATIONALLY BY GEORGE P. HOLLINGBERY CO.

WBKB. Chicago, to begin local
science series.

No thanks — no service: KHOL-

TV, Houston. Tex., offer to telecast
program re\ olving around local gov-
ernment problems and City Hall meet-
ings was turned down by councilmen.
The reason: "It would onlj add to the
confusion."

TRADE DATES

NAB fall conferences. Atlanta. Bilt-
more Hotel. 13-14 October . . . New
York Pioneers joint meeting with
Philadelphia branch. Savoy-Hiltoi
New York City. 4 October . . . An-
nual Outing Federal Communica-
tions Bar Association. Manor
Country Club. Y\ ashington. D. C. 10
October . . . 10th Annual Hi Fi
Music Show. Benjamin Franklin
Hotel. Philadelphia. 18-20 November
. . . ARF Annual Conference. Ho
tel Commodore. New York City. 4- :
October. ^

INTRODUCING THE NEW

DRYDEMIST

HOTEL

39th St., East of Lexington Ave.

NEW YORK

Salon-size rooms • Terraces • New
appointments, newly decorated •
New 21" color TV • FM radio • New
controlled air conditioning • New
extension phones in bathroom • New
private cocktail bar • Choice East
Side, midtown area • A new concept
of service. Prompt, pleasant, un-
obtrusive.

Robert Sarason, General Manager
ORegon 9-3900

SPONSOR • 3 OCTOBER I960

WAVE-TV Gives You
28.8% MORE HEAVY EATERS!

{therefore 28.8% more food-selling opportunities!)

jS^ When more people see your commercials, you
^^/automatically make more sales. So it's impor-
tant to you that, from sign-on to sign-off in any
average week, at least 28.8% more families watch
WAVE-TV than any other television station in
Kentucky.

And you pay less per thousand for viewers on
WAVE-TV than on any other station in this area.
A lot less! NBC Spot Sales can PROVE it to you!

CHANNEL 3 • MAXIMUM POWER

NBC

LOUISVILLE

NBC SPOT SALES, National Representatives

SPONSOR • 3 OCTOBER 1960

SPO T

AND

SPONSOR

HAVE

A LOT

IN COMMON

AND

SIX

OUT OF

TEN

COPIES OF

SPONSOR

GO TO

AGENCIES

AND

ADVERTISERS

49th & MADISON

i Con i in u <>(/ from page 2 1 1
the main production centers.

I realize that the nature of your
magazine prevents you from doing
this sort of thing too often, hut I
want you to know that occasional de-
tails about the top commercial per-
sonalities, their problems, and their
skills, will be sincerely appreciated
(maybe interviews with the top
money-making announcers, male and
female, about their approach to a
commercial I in some of the larger
markets such as Chicago, Philadel-
phia, Los Angeles.

Ham Mabr)
WBRC-TV
Birmingham, Ala.

Wrongly accused

Our usual reaction to sponsor edi-
torials is one of complete agreement
and support: but we feel it our duty
to voice our objections to your 29
August, 1960 editorial entitled "Un-
fair requests by agencies." Our in-
terest lies in the fact that the ques-
tionnaire mentioned in your editorial
was distributed by our firm on spe-
cific agency assignments.

As you know, spot radio is the only
advertising medium where competi-
tive information is not readily avail-
able. Tv, newspapers, magazines and
all other media have regularly pub-
lished records available for industry
use, usually based on information
supplied by sellers. The lack of com-
parable information on spot radio
places this medium at a serious dis-
advantage. We would imagine that it
is difficult for an agency to adequate-
ly explain the "not-available" entry
under spot radio in an otherwise
complete all-media competitive ex-
penditure report to a client. The ab-
sence of such information is certain-
ly to the detriment of radio.

The lack of an organized industry
system for providing this vital infor-
mation prompted the formation of
our service to act as a central clear-
in" house for such information. In
an effort to comply with clients' re-
quests many agencies sought this in-
formation through stations. In sev-
eral major categories this naturally
led to much duplication of requests,
and it is our function to gather this
information for agencies and at the
same time eliminate much of the du-

plication of work on the part of sta-
tions.

We currently conduct surve\s on
agenc) assignments in the airlines,
beer, cigarettes, coffee, tea, gasoline
and other major product categories.
We serve more than a dozen agen-
cies — all of whom actively use the re-
sults of our survey to encourage the
use of more spot radio by their cli-
ents. As a central source for this in-
formation we have eliminated several
individual agencv surveys in these
categories and have considerably re-
duced duplication of effort on the
part of the stations. Am station an-
swering our questionnaires can refer
to us am other form they may re-
ceive which requests information they
have already given our firm.

It is our policy never to request in-
formation on advance schedules, and
our reports are prepared from four to
six weeks after the period involved.
so the information we furnish clients
has already been broadcast and is
after the facts.

In this same issue of sponsor you
carried an item regarding spot radio
expenditures in the beer category.
This item was released by our firm
and was based on the results of one
of the surveys so strongly opposed in
your editorial. In view of vour long-
standing campaign for the publication
of spot radio expenditures, it seems
contrary to oppose surveys which.
with our intended expansion, can ulti-
mately provide such figures.

The fact that average response to
our survey is in excess of 80 /^ would
seem to indicate that the great ma-
jority of stations are aware that this
information will be put to practical
use for the promotion of spot radio
and, ultimately, to the advantage of
individual stations. We believe that
our station respondents appreciate
the fact that Ave do not abuse their
cooperation by accepting assignments
for spasmodic survey prompted by
their curiosity; but rather that we
conduct continuing surveys in major
categories only for mutually bene-
ficial use b\ reliable agencies.

In view of your usual policy of
fair plav. we feel we may look for-
ward to vour clarification of this mat-
ter to your readers.

James M. Boerst

Owner. Executives Radio

Research Survey
Larchmont, A . ) .

SPONSOR • 3 OCTOBER 1960

ROBERT MCLEAN
IS THE

PACESETTER

IN ICE SKATING

He covered 50 yards in 5 seconds!

sai

IS CINCINNATI'S

PACESETTER

RADIO STATION

WSAI offers Cincinnati's most comprehen-
sive drug and cosmetic merchandising
plan . . guaranteed display in 42 high-
traffic drug stores, plus counter cards and
window streamers. Your product as the
WSAI Special of the Week insures sales
response from the thousands of shoppers
who make WSAI a daily listening habit.
In Merchandising . . in Programming . .
in Productivity . . WSAI is Cincinnati's
PACESETTER Radio Station.

Represented Nationally by gill- perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta
THE CONSOLIDATED SUN RAY STATIONS WSAI - Cincinnati; WPEN - Philadelphia; WALT -Tampa

'SPONSOR • 3 OCTOBER 1960

■ ^H7 n

i S h V i 1

the

way

station
to the
central
south

1 Way ahead with the news, 1

1 WLAC-TV won 4 out of 5 1

1 recent top news awards. w >,

lefts' "/4 thesaurus

of fundamentals."

RADIO
STATION
MANAGEMENT 1

Second Revised Edition

By J. Leonard Reinsch and E. I. Ellis

A completely rewritten edition of a
standard manual covering new pro-
gramming and advertising con-
cepts for radio. It discusses or-
ganizational set-up, program-
' lg, engineering, personnel, ac-
lg, sales, and promotion.
ill find it
useful, with clear, cogent pre-
lplex station
problems." — -X-Justin Mil-
president,
ional Association of Broad-
casters.

Tv and radio
NEWSMAKERS

Bill Andrews was named general sales
manager of KTVT, Fort Worth. Andrews
began his career in television at KBET-TV,
Sacramento. Calif., in 1954, following sev-
eral years of service with the U.S. Air
Force. At KBET, he worked in both local
and national sales. Following this, he
spent some time with the Independent Tele-
vision Corp. in the South-West Territory.
A native Californian, Andrews did considerable work in acting and
directing in the legitimate theater before entering television sale*.

Dr. Arthur D. Kirsch was appointed to
the newly created position of research man-
ager for the American Research Bureau.
Dr. Kirsch, who joined ARB last year, came
to the Bureau from the National Security
Agency of the U.S. Government where he
had served as research psychologist. Prior
to this association he was director of tech-
nical research at Gallup & Robinson. Dr.
Kirsch received his A.B. degree from George
and subsequentlv his M.S. and Doctorate in

Washington University
Psychology at Purdue.

Mort Bassett has been named executive
vice president of Broadcast Time Sales.
Bassett, who began his career at NBC as
network salesman and assistant circulation
manager, came to BTS from Forjoe & Co.
where he was an executive v.p. and a part-
ner. Earlier he was associated with the rep
firms of John Blair & Co. and the Robert
Eastman Co. In 1958, Bassett purchased
radio station WORD, Daytona Beach, which he operated until No-
vember of that year. Bassett is married and the father of one son.

Robert M. Purcell, director of the broad-
cast division, has been elected vice presi-
dent of The Crowell-Collier Publishing Co.
Purcell is president and general manager
of KFWB Broadcasting Corp., L.A., as well
as president of KEWB. San Francisco-Oak-
land; and KDWB, Minneapolis-St. Paul. He
is a veteran of some 30 years in the broad-
casting industry. Prior to joining Crowell-
Collier. Purcell headed his own consulting firm, Robert M. Pur-
Television. He is a member of Southern California Broadcasters Assn.

SPONSOR • 3 OCTOBER 1960

Jefferson Standard Broadcasting Company

WBT

CHARLOTTE, NORTH CAROLINA

of facilities

Varied, creative programming demands
full, flexible facilities. The influence
of WBT's superior facilities in producing
a plus of audience is indirect but
indispensable to advertisers.

DWER + PERSONALITIES + PUBLIC SERVICE + CREATIVITY + ADULT ACCEPTANCE

wbt adds up!

WSOR • 3 OCTOBER 1960

frank talk to buyers of
air media facilities

The seller's viewpoint

// hen buyers and sellers talk about syndication, they almost invariably mean
the half-hour show, which has long been the backbone of the syndication side
of video. Because it is the keystone in the national spot programing struc-
ture, the availability of facts about it give the half-hour shou an advantage
in the tv market place. As Richard Carlton, vice president in charge of
sales for Trans-Lux Tv Corp.. points out. admen might take another look at
the five-minute show. They might be missing something important if they don't.

GOOD THINGS CAN COME IN SMALL PACKAGES

^Jffer a half-hour filmed show today and within a few
hours the agency's media crew can have read) complete
costs — for an\ and all markets, for any time slots.

It's routine. The information is right at hand. Now. try
the same with a five-minute show. Media wails. "H ou kid-
ding? We have to do a station by station survey. Might
lake months. "

Not months. But weeks, certainly. We know: we've been
through it. But even if by some chance the information
was immediately available, media would turn a fishy eye
upon the account exec. Meaning: "Whatthehell you gonna
do with a five-minute show.'"

Good question. From our experience with Felix the Cat
we can deliver hard-nosed answers on the five-minute va-
riety to agencies, stations and sponsors.

t Felix, by the way. was offered first to national advertis-
ers, including Good'n Plenty candy and Bosco. \^ e got
tired of their thumb-twiddling, syndicated the show, and
made a lot more mone\ that wa\ . i

Does your agencj own a "modest-budget" account (na-
tional and/or local I who keeps querying, frequently queru-
l<>u>l\ : "Why cant I gain identification with a specific tv
show or personality, instead of spending all my money on
spots?"

I ell him, "Can do." Simple, too. Contract for a year,
>a\. for the spots preceding and following something like
Felix. Announcement -a\>. "And now. Himmelouser's
Chocolate Drink brings \ou Felix The tot. who lo\e> that
Himinelouser's." Et cetera. So Felix or whomever, belongs
to "Himmelouser's." instead of being just a cartoon charac-
ter in a kiddie show. \nd that's identification.

i \ number of local advertisers, it so happens, are ready-

ing such deals now on a local basis, using Felix. Not t
mention our new five-minute offering, Rube Goldberg's Ir
ventions. Plug, i

Five-minute shows are not for adults? At least one is dt
ing well righfnow. No time slots for "em ? Watch how fa?
the station will-come up with one if you arrive with janglin^
pockets. For instance, right after vour news and just b
fore your movie.

Sure, sure, but where else? Anywhere else the station
doesn't have network fare. Seek, brethren, and \e shall fin
— with profit.

The point is, a station is supposed to be flexible. It i-
generally. and wants to be. always. Means more income-
love that word! — and aids in building audiences. But agei
cy and sponsor have to help the station by seeing in a
directions.

Which brings up perhaps the most important point. Or
big reason for the snails pace progress of the five-minu
show thus far has been a glaring lack of production valu
To be kind, it's been tossed together.

But you mav have noted an improvement in products
values recently. If you haven't, we're telling you.

You may have noted, too. a new concept in filming-
combination of live and animated characters which
really different.

One final point: as Number 1 purveyor of the five-minu
show i we feel i. we welcome others. The more successi
we five-minute-ers become, the more chance of media sa
ing: ''Have the facts and figures in a couple of hour
Joe."

And that'll be the Millenium! ¥

SPONSOR • 3 OCTOBER 19(J

WeeReBeL says:
I'm climbing into the

TOP "100

NEW!

1293 ft. tower blankets Georgia's second
largest market*! More than twice the height
of former tower!

NEW!

Total Grade "B" Audience increase of over
72%. Now more than 1 93,000 television homes
in 55 Georgia and Alabama counties!

NEW!

Ampex Videotape facilities, both live studio
and on-location remote equipment.

RENEWED!

Georgia's second largest market — the
Columbus Metropolitan Area with the high-
est per-family income in the state.

• RENEWED!

Established prestige of continuous seven
year dominance in ratings, homes delivered,
public service and lowest CPM.

RENEWED!

The same "personal" service from man-
agement, along with balanced program-
ming, client contact and community trust!

*1293' above average terrain

JimWoodruff, Jr., Pres. & Gen. Mgr.
George "Red" Jenkins, Dir. of Nat'l Sales

W COLUMBUS, GEORGIA , ^tr^T^ BFm

\\ rj if cuv.. J

Represented by George P. Hollingbery Company

i |)NSOR • 3 OCTOBER 1960

SPONSOR
SPEAKS

A matter of tv logic

Tv network encroachment in national spot is bewildering

and infuriating network affiliates everywhere.

sponsor learned this during an intensive tour of television
stations in some 15 western and midwestern markets last
week.

"Why," the station manager asks, "is our network com-
peting with us? We are partners in a flourishing business.
But can a partnership stay healthy under such unequal con-
ditions?"

Several managers pointed out that the unhappy practice of
network radio rate intrusion into spot is being repeated, and
for far less reason.

Now is the time for the tv networks to stop and consider.
They are engaged in a "gasoline war" that cannot do any-
thing but hurt the medium.

We recognize the competitive pressures among the three
networks, their desire to broaden their base, to make network
time more flexible for advertiser use, and to work out
methods which permit medium-sized accounts to buy into
network programing.

But if tv stations, who exist largely on national spot reve-
nues, are to prosper as partners of the networks, their means
of livelihood must not be impaired.

At the present time many tv station men are talking, bit-
terly but very privately, about the growth of network spot
carriers in both option and non-option periods.

Their resentments, however, may easily boil up into an
unpleasant storm and one which, we feel, is wholly unneces-
sary.

In a fast-moving, ever-changing, tough business like tele-
vision problems are the norm. But why create a new one
with eyes wide open?

We urge that networks consider the consequences of their
pell-mell flight into spot. Who wants to kill the goose that
Lays i lie golden egg?

THIS WE FIGHT FOR: / Stable ill<llistr\

diid a vigilant adherence to sound business
standards which benefit buyers and sellers

lO-SECOND SPOTS

National Purpose: During its ad
inirable television coverage of
hunch of Communist leaders assem-
bled with party hoss Khrushchev i
American soil the other week, NBC
kept repeating this announcement
with its station hreak: "Tonight on
The Barbara Stanwyck Show, the
story of a woman who loses her most
precious possession — her mink coat.

New ad medium: Token vending
machines in the New York subway-
will dispense 30^-worth of tokens in
a cardboard wrapper imprinted wit!
advertisements. Should be a good
place for ads from the bus company.

Another first: In Canberra, Aus
tralia, the first person ever convicte<
under that country's criminal Jibe
law received a one-year jail term. Ht
was described by AP as a public rela
lions specialist.

Through our maleroom: One of ou

loveliest blonde secretaries received i
folder from Esquire which said tha
by answering a few questions sh<
could "find out how gentlemanly
really are." Aw, cmon fellas, lean
well enough alone.

Capital labour: A London psychia
trist is reported by UPI as sayii
that a bad-tempered boss is probabl
sex-starved and that employees shouli
pity him because undoubtedly he
"the henpecked husband of a socia
climber or a female iceberg . . . pron
to carry his grievance to work." Ther
his emotional forces are liberated i
dressing down some luckless subord
nate. Suggested solution (oursi
"Now, boss, some of tlie fellows imv
gotten together and arranged . .

What then?: Over the radio trj
other morning we heard that "Jess
Smith survived a 10th round knoct
out to hold Henry Hank to a dra^
The crowd booed the decision.
Everyone's excitable these days.

Let's cooperate: Orson Bean rea
that our Space A«enc\ sent a rocki
ship up 123 miles at a cost of $*]
million to lake a photograph of ll
whole world, but the picture wi
ruined. Somebody moved.

SPONSOR • 3 OCTOBER 19'j

Lock up your Fall program schedule now. Close up
those blanks in your local programming. Line up any of
these MGM-TV shorts across the board. Or combine them in any
of many exciting ways. Open up new sponsor possibilities with
the comedies, cartoons, novelties and specialties that really click!

r^l

Wire, write or phone TS/LGr^l/L
MGM-TV, 1540 Broadway, New York , N. Y., JUdson 2-2000

jenofitfQMM'

46(fOf*i UtWM*: Stories of the man hired to
"KEEP TROUBLE OUT OF MIAMI!'

SUDDEN DANGER. HIDDEN INTRIGU

Against a background of luxurious hotels, exotic
nightclubs . . . interesting people seeking fun and
excitement! A gay, care-free resort that must fce
kept free of undesirable guests, embarrassing scan- '
dal, crime of any sort!

FILMED ON LOCATION IN MIAMI!

Ziv-United Artists captures the adventure, excite-
ment and romance of America's fabulous play-
ground. Now, a TV series destined to be the sea-
son's most unusual success.

■ P- starring

LEE ~K£MAN

lO OCTOBER I960
40« a copy* $8 a yaar

3P0N30R

THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE

/here there's a Storz Station .
lere's result ful advertising!

The

STORZ

Stations

today's Radio
lor today's selling

WDGY, WKB, KOMA, WQAM

represented by John Blair & Co.

WTIX represented by Robert Eastman

IE BIG
BOYS CONTROL
SPOT TV?

Complaints that top
agencies squeeze out
smaller competitors
are checked, answered

Why the agency
tv exec is
not expendable

Page 30

Agency webs'
rising role
in air media

Page 32

Reaction mixed
to station's
'golden rules'

Page 36

NASHVILLE'S

WSIX-TV

Now offers

Quality...with NEWEST

VIDEOTAPE*

the fastest way to sell
the Central South

Simplified, economical production ... the
quickest way to get your sales message
across. In Tennessee WSIX TV offers you
the latest model VIDEOTAPE* television —
improved circuitry insures brilliant repro-
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cording and playback ... or send us any
tape that's been recorded on an Ampex
VR-1000 for immediate scheduling.

VIDEOTAPE

LAND OF THE
CENTRAL SOUTH

/ ol. II. Vo. /'

lO OCTOBER I960

SPONSOR

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

Do big agencies control spot tv?

27 Admen and representatives outline this annual complaint and where it
comes from, separating fact from the fiction on the big agency "squeeze"

Agency tv execs: Not expendable

30 They retain their importance in direct proportic
the industry, despite a shift to buying spot

Why Esquire stays with tv

32 Esquire agency Mogul, Williams & Saylor
for reaching food brokers, salesmen with t

to their standing in
arriers. participations

offers economical method
ipe of company president

Agency webs boost air role

34 Seven national agency networks see bright future with more and I

broadcast media activity. Over 190 agencies are network affiliates

$1 million-a-day on tv for food ads

36 TvB figures for first half of this year show time and talent total is
more than $180 million. Biggest ad category is coffee, tea, food drinks;

Reaction to KYA 'golden rules' mixed

36 Agencies consider this station's 'dignity" move a significant step. Some
broadcasters call it routine, while others find it a bit embarrassing |

Old flicker technique finds new place in tv

39 Assigned the task of recreating scenes from 1910 period. Jamieson Film;
Co. digs out old hand-crank camera to do job the modern camera can't |

What's going on in Mexican tv advertising?

40 There is more U. S. advertiser interest in south-of-the-border video than;
other Latin-American markets, but expansion is limited by certain factors

FEATURES

12 Commercial Commentary

60 Film-Scope

25 49th and Madison

64 News & Idea Wrap-Up

6 Newsmaker of the Week

64 Picture Wrap-Up

42 Radio Basics

16 Reps at Work

73 Seller's Viewpoinl

46 Sponsor Asks

62 Sponsor Hears

19 Sponsor-Scope

74 Sponsor Speaks

44 Spot Buys

74 Ten-Second Spots

72 Tv and Radio Newsmakei

59 Washington Week

[=133

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation n
Advertising Offices: 40 E. 49th St. (49 & Madison) Ntw York 17. N. Y. Telephone. MUr •
Hill 8-2772 Chicago Office: 612 N. Michigan Ava. Phona: Superior 7-9863 BirminiM
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sune,
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave., Baltimore II, r/ol
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 J
year. Other Foreign countries $11 per year. Singlet copies 40c. Printed in U.S.A. aooi •>

I960 Sponsor Publication* Inc.

10 OCTOBEK \9t%

WAX WORKER

An electrical storm extinguishes the lights,* but not
the spirit of an indomitable H-R representative, hard at
work on a campaign proposal involving WMAL-TV.
He requests, and receives, two candles from his secre-
tary, lights them, and goes on with his work. Sensing
an opportunity for one of these ads, the secretary
points out that although the candles are of equal length,
one will burn for four hours, the other for five.

When the lights go on, what is left of one candle is
exactly four times as long as the remainder of the other.
Our man is no clock watcher, but he needs to know
how long he worked by candlelight for time records.
As you've no doubt guessed, he quickly and easily
computes this. Can you?

Send us the correct answer and win a copy of
Dudeney's "Amusements in Mathematics" — Dover
Publications, Inc., N. Y. Repeat winners can be assured
of receiving a different prize.

*Good way to throw light on your product in Wash-
ington is via WMAL-TV's first-run, late-nite movies. Y out-
local H-R man will be glad to discuss this light source.

wmal-tv

Washington D. C.

An Evening Star Station, represented by H-R Television, Inc.
iliated with WMAL and WMAL-FM, Washington, D. C.j WSVA-TV and WSVA, Harrisonburg, Va,

10 OCTOEEB 1960 5

LONG ISLAND IS A MAJOR MARKET!

THE VOICE OF LONGISLAND

THE GREATER

LONG ISLAND MARKET
(Nassau-Suffolk)

MORE RETAIL
SALES ARE
RUNG UP ON
LONG ISLAND

THAN IN

CLEVELAND,

CHARLOTTE AND

CHATTANOOGA . . .

PUT TOGETHER!

2,718,971,000

aPO %*»5>0 '^SXZ '^aZXD '^^SXD 'x»!

WHLI

Dominates the Major Long Island Market (Nassau)

. . . Delivers MORE Daytime Audience than any

other Network or Independent Station!

(Pulse)

►10,000 WATTS

WHLI

HEMPSTEAD
IONC ISIANO. N T

NEWSMAKER
of the week

/. Walter Thompson last Thursday made an important boic
in the direction of its creative talent icith appointments of a
( hifwgo man as the company's first executive rice president
and a Detroit man as the first r.p. from that branch. Further,
it noted the importance of $135 million in air bailinga b%
naming broadcast v. p. Dan >e\mour to executive committee.

The newsmaker: ' bs, 55-> ear-old manager

of the Chicago office of J. Walter Thompson and a "company" man
for more than three decades, takes over a post new to this behemoth
of advertising: that of executive vice president He will continue
to headquarter in Chicago.

The move gives a significant and approving nod of management
sanction to Reeves as well as to the Chicago operation which he has
directed for nine years. A corollary sanction went to another key
center of JWT activity, when Wil-
liam D. Laurie. Jr.. manager of
the Detroit office, was elected to
the board of directors.

The changes, announced by
president Norman H. St:
firm ad row predictions that the
companv is interested in broaden-
ing its management and creative
base as well as strengthening it.

These new appointments — as
well as that of New l ork v. p.
Wallace Elton to the executive
committee — place these men in
line to match the pace and growth of the company itself. The diversi-
fication of power and authority among key executives has the ap-l
pearance of integrating them more closely with New lork.

Ge::_ ressional advertising career has spanned 31l

years with JWT. where he started to work at the age of 24 < in 1929 I
as a copywriter in the Cincinnati office.

In 1934. Reeves was transferred to JWTs Chicago office. wherJ
he was promoted through the years to copy group head, creative
director and vice president 1 1944 1 . a director 1 1950 » . Chicago offic J
manager and a member of the executive committee 1

He"s been active in professional groups, primarily in behalf cfl
the American Assn. of Advertising agencies for which he has served
as governor and vice chairman of the central region and chairma "m
of the committee on the improvement of advertising content 1 194f ■

52 . as a national director 1 1954-1957 1 and as vice chairma J
■ 1958-1959*. He and his wife. Margaret, live in suburban LakM
Forest.

JWTs announcement notes the executives "were schooled in creaj
tive phases . . . suggesting the intention of Strouse to place ren<
emphasis on creative assets. . . ."

SPONSOR • 10 OCTOBER 19(1

Remember How Exciting
Television Used To Be?

WPRO-TV STILL IS!

In those days, loyal, top-rated audiences were built on exciting local

personalities, exciting local sports and news coverage, and exciting
editorializing, combined with potent network programming.
In these days, WPRO-TV still builds (and holds) audiences in Southern

New England with 12 top-rated local personalities, covering sports, news and
children's programs, plus C.B.S. programs and first-run movies.

For exciting availabilities, backed by exciting ratings, call

Gene Wilkin at Plantations 1-9776 or your Blair-TV man.

WPRO-TV Providence

SPONSOR • 10 OCTOBER 1960

what has an eye^Lpatt

Two things.

One — it points out how brilliant a job
advertising can really do. Two — it proves that
the advertiser who does it generally
winds up with the business.

The moral is obvious.

Which brings up two things more.

One — there are some 7500 men and women
involved in the purchase of national spot.
7 • .7 Of this number — the top 2000 control over

t i (10 WT/tfl t/OU f 95% of the total business. We call them

the "influential 2000". The most economical

way to pre-sell this "influential 2000" is

via a schedule in SPONSOR because SPONSOR

has the greatest penetration of influence

with this "influential 2000" of any book

in the broadcast field.

Two — give your ads a "patch" of individuality.
Without it— the page you buy is empty.
With it — you can spark a purchase, increase a
schedule, motivate a new appraisal, change
a buying pattern and build your station's
volume every year.

SPONSOR

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

40 East 49th St. MU 8-2772 New York 17

Helpful, intelligent

programming sets the mood

that means response to

your sales messages on

KOIN-TV, the medium in

Portland, Oregon and 32

hard-buying surrounding

counties. Your customer

tuned to KOIN-TV is in a

receptive mood ... a mood

we've cultivated with a

program format that's

tailored to fit the needs and

desires of our community.

Check the latest Nielsen

for proof*.

PERSU9DE2

peopiF

PORTLAND

H^nt^src^t

KOIN-TV • Channel 6, Portland, Oregon

One of America's Greol Influence Stations

Represented NoHonolly by CBS-TV Spot Sales

SPONSOR

Executive V

Bernard Piatt
Secretary-T

Elaine Couper Gli

President

enn

EDITORIAL DEPARTMENT
Executive Editor

John E. McMillin
News Editor
Ben Bodec
Managing Editor

Alfred J. Jaffa

Film Editor

Heyward Ehrlich
Associate Editors

Jack Lindrup
Ben Seff

Walter F. Scanlon
Michael G. Silver
Ruth Schlanger
Diane Schwartz

Art Editor

Maury Kurtz
Production Editor
Lee St. John
Readers' Service

Barbara Wiggins
Editorial Research

Barbara Parkinson

ADVERTISING DEPARTMENT
Sales Manager

Arthur E. Breider
Eastern Office
Willard Dougherty
Southern Manager

Western Manager
George Dietrich

CIRCULATION DEPARTMENT

L. C. Windsor, Manager
Virginia Markey

ADMINISTRATIVE DEPT.

S. T. Massimino, Assistant to Publisher
Laura O. Paperman, Accounting Manager
George Becker; Anne Marie Cooper;
Michael Crocco; Syd Guttman; Wilke
Rich; Irene Sulzbach; Dorothy Tinier;
Flora Tomadelli

FASTEST
SELLING
SERIES II
SYNDICATIOI
TODAY

<OT ^BBES

Buyers who know the best
are snapping it up . . . Pacific
Gas & Electric Co. (through
Batten, Barton, Durstine &
Osborn) signed the series for
San Francisco, Bakersfield,
Chico-Redding, San Luis
Obispo, Salinas-Monterey,
Eureka and Fresno . . . astute
station groups like Triangle
bought for all of their mar-
kets including Philadelphia,
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Crosley Broadcasting for
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INDEPENDENT
TELEVISION
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488 Madison Avenue • N.Y. 22 . PL 5-2 C

SPONSOR • 10 OCTOBER 196(

were Putnam's words at the battle of Bunker Hill, June 17, 1775. Those muskets had a
3ge for the British ... and it was a message that got through! We think there's a lesson here.

aim your fire and then get the best dispatcher you know to carry it, be it muskets or a radio
>n. Balaban Stations are famous for carrying messages direct to the buyer. On a Balaban
|n, your message rides on top-flight programming, strong, popular personalities and keen selling
jv-how". Day in, day out, the message gets through with Balaban -couriers par excellence.

Ill B/VuiilMill ulAlIUXlU in tempo with the times. John F. Box, Jr., Managing Director!

1L-ST. LOUIS WRIT-MILWAUKEE/ KBOX-DAl

Concentrate in

by John E. McMillin

JACKSON.
MISS.

Did you know?

Over 233,000
TV Homes

• • •

A Billion Dollars
in Retail Sales

• • •

All in the

JACKSON

TV Market

Area

WJTV

CHANNEL 12

KATZ

WLBT

CHANNEL 3

HOLLINGBERY

Commercial
commentary

Lousy at promoting themselves

^ hy is it that advertising agencies, the eager-
beaver image-builders of our industrial society,
do such a horrible job of self-promotion ?

Recently I tossed this ancient trade question
at Dave Stewart, newly named president of Ken-
\ on & Eckhardt. over a luncheon at the Barclav.

Dave, himself, readily admitted the indictment
and. as far as K&E is concerned, is determined
to do something about it. His new plans include an expanded public
relations program which should. I think, pay off.

But why are so many of our other top 20 shops s<> shv. awkward
bashful, and confused about merchandising their own virtues?

If you had to judge Young and Rubicam. J. Walter Thompson
McCann-Erickson. BBDO. and Bates on the basis of their own com
panv public relations, you'd end up by establishing a house agency

Benton ^ Bowles. Compton. N. W. Aver. Foote. Cone & Belding.
Lennen & Newell — none of them has for its own promotion the kind
of careful coordinated program it would recommend to its humblest,
half-million-dollar client.

When I myself was in the agency business. I was vaguely aware
of these deficiences. But now. as an outsider, and especially as an
editor who is almost daily subject to the blandishments of high-pow-
ered public relations people. I am absolutely appalled by the agen-
cies" promotional backwardness.

I think thev are missing opportunities. But what is much worse.
I think thev are growing dangerouslv careless about their own preci-
ous corporate images.

Big boys with blurred images

The other dav. just for fun. I tried to jot down m\ impressions ii
the company personalities that are now being projected by some or
our leading agencies.

I was startled to discover how blurred and fuzzy these images haw
become over the years.

Young & Rubicam. for instance, once exuded an air of bright.
vouthful creative vigor that was made solid and substantial by th j
presence on its staff of such specialists as Don Stauffer and Hubbeil
Robinson in radio. Tonv Gahagan in media. George Gallup in re-l
search. Vaughn Flannery in art. and many famous copy men.

But the impression I get of Y&R today is vague, shapeless. A bid
capable shop. A lot of hard-working people. More shirtsleeves tha u
in the old days. But more anonymity, too. And. I think it is fair 1 1|
sav. less color, glamor, interest, and appeal.

Or take Thompson. Always a complex personality. JWT once ha

its dazzling nighttime radio dominance, its much discussed test

monial campaigns, its shrewd Fleischmann's Yeast strategy to adl

i Please turn to pa^e 11 I

SPONSOH • 10 OCTOBER 196

ere else could you get all these entertaining people together.
:ept on the fresh, new hour show :

'may name-drop for a moment . . . our guest list is impres-
jlust check the group assembled here (identified above, if a
[should escape you), playboy's penthouse relies on an old-
ened, but always unbeatable factor: superb entertainment
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Magazine, official films, inc.

NEW YORK 36

We've got the moxie, make no
mistake! And that's why soft
drink advertising has increased a
smashing 121% in three short
years on WPAT. There's nothing
"like the sparkling effervescence of
our programming for refreshing
soft drink sales throughout 31
counties in New York. New Jer-
sey. Pennsylvania and Connecti-
cut .. . an area where more than
17.000.000 people live, work
and get thirstv in more than
5.000.000 radio homes. Ask the
purveyors of America's leading
potables. Ask Canada Dry, Coca--
Cola, Hoffman. Xehi, Pepsi-Cola.
Seven-Up, While Rock or any-
body else who. in the last three
years, has advertised on WPAT
Popularity moves products and
you get popularity in the big. big
bottle on WPAT ... the station
with the sound of success.

WPAT
WPAT'FM

Commercial commentary (Com. from P . 12>

piquancy and zest to its solid, conservative Ivy League and J. P.
Morgan character traits.

But Thompson today? Well, it's the biggest, of course. And ob-
viously competent and powerful. But I get no very vivid impressio:
of what Thompson is or stands for, even though Norman Strouse i
recently announcing promotions for four top executives, stressed the
fact that they all had creative backgrounds.

BBDO, under Ben Duffy, had an aura of brass tacks, down-to-
earth realism that was quite different from the personality that Bruce
Barton and Roy Durstine gave it but was also a verv positive image.

But now BBDO. in the face it presents to the public and the trade,
seems strangely lacking in individual identitv. just as agencies like
Benton & Bowles, Foote, Cone & Belding, Compton, D'Arcy, N. W.,
Aver seem hardly distinguishable, one from another.

The search for identity

I am not suggesting, of course, that these remarks are an accurate
appraisal of the agencies themselves. I know they are not.

They're simplv impressions, picked up from reading hundreds of
press releases, items in advertisting columns, articles in trade jour-
nals, agency house ads, and speeches by agencv principals, as well a:
a good many talks with my agency friends.

Moreover, as impressions they should not be taken as criticism
of such hard-working agency public relations men as Harry Rauch
of l \R. Carl Spielvogel of McCann, and many others.

The fault (for I think it is a fault) does not lie with them but withj
the policy-making levels of agency management.

The fact is that agencies too often limit all their creative efforts ai
self-promotion to the short sharp strokes of a new business presenta-
tion. And they neglect the preliminary selling that could make theiij
way much smoother. Also, through shyness, self-consciousness, pom-|
positv, and plain lack of imagination, they fail to recognize the chan-
nels which are open to them for establishing a positive and attractive
image with many potential customers.

There are, for instance, house ads. But most agency house adver
tising today is sporadic, unplanned, spur-of-the-moment stuff, liki
the Ted Bates blast against the FTC last winter, and the recent Bur
nett protest against anti-advertising speeches at the conventions.

Neither of these great agencies would ever dream of recommendir<
such in-and-out advertising strategy to a client.

Then there is the advertising trade press which the Wall Stre
Journal has called the best that any industry enjoys.

As an editor I promise you that there are opportunities to bui d
valuable prestige through the editorial pages of the trade press whicl
not one in 20 agencies is smart enough to take advantage of.

Finally, there are the outside activities of agency executives whica
if properly thought through and organized, could contribute so greatll
to over-all agency reputations.

When an agency president agrees to become head of a Red Crosl
or Heart Fund drive and this news is solemnly sent out in a prea
release I am not sure that it adds much to an agency's stature.

For that matter, when Marion Harper delivers a ringing spee^
praising "the spiritual values inherent in luxury," I don't quit
know what it contributes to the McCann-Erickson image.

But there are activities which could contribute a great deal
wonder why agencymen aren't creative enough to find them?

SPONSOR • 10 OCTOBER 19<J

r hrough the Bureau of Standards with
Three Barleycorns and a Nose Tip

Pinch, the noun, used to be a unit of
measure — the quantity of a commodity
that could be taken between thumb and
forefinger. An inch was the length of the
terminal joint of the thumb — or the length
of three barleycorns laid end to end (which,
properly fermented, could be stretched to
a mile) . The hand, in case you have any
tall horses to measure, is just what you
think; equally prosaic is the origin of foot.
Yard was the distance from nose tip to
fingertips of a man's arm extended parallel
to the ground; it was also a step's length,
except to that breed apart, Harvard men,
who made it hallowed ground. An acre was
what a yoke of oxen (and a man) could
plow in a day, a rod four yoked oxen
abreast. A score was a mere tally mark, an
abacus a matter of sliding pebbles (not un-
like devices encountered by men whose
misspent youth included visits to the pool
hall) .

This was pretty subjective stuff. Today
the length of a yard is precisely delineated
by a metal rod kept by the Bureau of Stand-
ards. Its length is constant, regardless of
whether Republican or Democratic nose
tips are involved (although temperature
variations can measurably change the
length of a piece of metal) . With reason-
able accuracy we measure gross national
product (in dollars that vary) , the dimen-
sions of Miss America (not measured in
pinches) , the amount of Grade A land in
Iowa (25% of the nation's total — in rich
acres) , and the number of television sets

in WMT-TV's coverage area (426,000) and
we figure that most are working.

We segue to another measurement, a
modern-day manifestation slightly larger
than a man's hand that, with biblical veri-
similitude, grows by statistical projection.
We refer to surveys. Of these there are sev-
eral types, varying in depth, breadth, and
method. But no matter which ones for our
area you subscribe to, WMT-TV leads in
all time periods from 9 a.m. until sign-off
in share of audience, Sunday through
Saturday.

WMT-TV. Cedar Rapids— Waterloo. CBS
Television for Eastern Iowa. Affiliated with
WAIT Radio; KWMT Fort Dodge. National
Representatives: The Katz Agency.

PONSOR • 10 OCTOBER 1960

nail down

more
gales

with

SAN ANTONIO'S

ABC Television in Son Antonio . . .

the Greatest Unduplicated Live

Coverage in South Texas!

Represented by
THE KATZ AGENCY

Reps at work

Roy Holmes, general manager. Quality Music Stations, New York,
feels "the large agencies have not as yet made the effort to properb
appraise the opportunity fm presents to many of their quality prod-
ucts or service accounts. There has been entirely too much routine
buying. Some of them have talked of their interest in the medium
but have never used it. Fm is a
young and vital medium which has
grown tremendously within the
past year. It offers a selective mar-
ket with the best buying power,
and its audience is receptive. From
various surveys it appears that
46% of the fm audience has an
annual income of between 85.000-
$10,000, with 49.8% earning from
$7,500 up. The size of this adult
audience is attested to by the 15.5
million fm sets in the U. S. today.
Hooper ratings show that in 28 major markets fm stacks up as com-
petitive with am. Strong increase in fm by such agencies as Doyle
Dane Bernbach. Al Paul Lefton. and Victor Bennett is very signifi-
cant. Also, a good part of the present interest comes directly from
clients, such as Hamilton Watch. Grace Line, and Arnold Baking.

Charles Bernard, president. Charles Bernard Co.. New York, re-
ports gratifying agency enthusiasm over the first national survey of
the country and western music market, conducted for his outfit by
Pulse. It revealed that 18 r ^ of the populace in 18 markets are c-w
fans. "We didn't need the survey to convince us or the stations we

r m ...^ mt a n represent, but were sure glad we

have it on hand for those agencies
that still buy only by the numbers.
In our four and one-half years of
^^— « "VB^ m specialization with stations that

m.^ ^kJF program carefulh selected coun-

**; try music, we have sold over 50

W^mt blue-chip advertisers, with the Sin-

clair account running on 30 sta-
tions for over two years. For an
9 average minute spot rate of $7 on

our stations, we deliver 1,000 loy-
% al listeners for less than the cost of

a seven-cent air mail stamp. A 85 20-second spot buys 1.000 listeners
for only four and one half cents, and a S3 I.D. delivers 1,000 prospec-
tive buyers for less than the cost of a three-cent stamp. Our slogan is.
We'd rather have 100.000 loyal listeners who will buy. than one
million who will just listen. Our network totals over 50 stations."

SPONSOR • 10 OCTOBER I960

-«p

**■

V-

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. 3 P W- 9 =00 P.A,.

"h.

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PETERS, GRIFFIN, WOODWARD-REPS

10 OCTOBER 1960

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I960

WAT

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NBC and CBS

MULTI-CITY TV MARKET

316,000 WATTS

Best buy in the Lancaster/Harrisburg/
York area today. This Channel 8 station
is far and away the favorite in these three
metropolitan markets and in many other
communities as well. WGAL-TV delivers
this responsive, prosperous viewing
audience at lowest cost per thousand.

WGAL-TV

CAcuobd £

Lancaster, Pa.

NBC and CBS

STEINMAN STATION
Clair McCollough, Pres,

Most significant tv and radio

news of the week with interpretation

in depth for busy readers

SPONSOR-SCOPE

10 OCTOBER I960
Ca»yrl|ht I960

PUBLICATIONS INC.

There's a movement afoot among bellwether tv station operators that could
have decided repercussions in two areas: (1) chain-break privileges and (2)
ground rules for network product protection.

What these broadcasters are basically aiming for is a grand reappraisal of the economic
climate created for affiliates — particularly with regard to spot business potential — by the
myriad new ways that network time and programing are being sold.

Changes in network selling concepts, it is contended, make it imperative that networks
and affiliates jointly embark on a study centered around these questions:

1) Has the mushrooming of nighttime as well as daytime spreads and participations, the
crossplug, the hitchhike, the cowcatcher, etc., substantially undercut the affiliates' posi-
tion in the sale of spot?

2) Have these practices made antiquated and impractical the traditional rules
relating to product protection and their amplication to chain-breaks?

3) Should revisions be weighed for (a) the allotment of more time for chainbreaks,
(b) the placement of the ever-expanding credits crawl and (c) and any other standards
that would compensate affiliates for the economic squeeze engendered by the changing com-
plexion of network selling concepts?

(See 17 October sponsor for a full-dress probe and analysis of this issue.)

A somewhat surprising sudden entry into radio : Fisher Body (Kudner) for
eight weeks, starting 7 November.

Other radio buys of the past week: Pall Mall (SSCB), using 50 spots a week for one
week each in November and December; Chapstick (Gumbinner), in six-week flights; Kraft
Miracle margarine (NL&B).

Incidentally, reps with top stations in major markets report they're unable to clear for
any more business in traffic times before 1 December; the schedules are that loaded with
automotives, cigarettes, gasolines, toiletries and foods.

National spot tv keeps perking along with new business for the fall.

The orders and calls for availabilities include: Lever Imperial margarine (FC&B),
eight weeks; Tenderleaf tea (JWT), five weeks; Lipton Tea (SSCB), seven weeks; O-Cello
(D-F-S), four weeks, Yuban ground coffee (B&B) six weeks; Jergens lotion (C&W), three
weeks; Simonize (D-F-S), six weeks, packages based on total ratings.

King Sano cigarettes will do a series ©f weekend spot radio blitzes starting the
middle of this month via LaRoche.

The initial flight's are for six weekends. Markets: New York, Los Angeles, San Fran-
cisco, Philadelphia, Washington, Cleveland, Boston and Detroit.

Reps are wondering just how much will come of the sweeping requests for
availabilities that they're getting from GB&B in behalf of the Democratic National
Committee.

Instead of suggesting a pattern, the queries cover the whole waterfront. The agency's
asking what's open in minutes, 20's ID's, prime, daytime and fringe time, etc.

Already the committee has disclosed to the press that it's had to call off some reserved
network time because of a stringent bankroll.

PONSOR • 10 OCTOBER 1960

SPONSOR-SCOPE continued

You might call this the end of another era: Wrigley, after 31 years with CBS
Radio, switches its network radio business to NBC in late December.

The close personal link over these years, of course, had been Phil Wrigley and Les Atlass,
CBS' now retired midwest chief. Now running the gum company's advertising roost
is a nephew, Wrigley Offield, who, CBS notes, attended college with NBC's Bill McDaniel.

It is also recalled that during the past era, CBS spent some of the millions it got from
Wrigley as a tenant of the Wrigley Building on Michigan Avenue.

Pillsbury's planned 52-week spot tv buy seems to have bogged down in mid-
stream due to some budgetary confusions.

Turns out that some of the money that had been allocated for the spot campaign to meet
the stiff cake-mix competition had been siphoned into network participations.

The agency, Burnett, is now waiting for budgetary realignments before going ahead
in all the proposed markets.

Toni's also got a candidate in the hair-coloring sweepstakes: Colorcade.

It's being tv-tested via Wade, which helped launch Alberto-Culver's Treseme.

For those agencies that occasionally are asked by clients how each network has fared
in average cost-per-l,000-homes-per-commercial-minute nighttime over the past
five years SPONSOR-SCOPE has compiled the following table:

YEAR ABC TV CBS TV NBC TV

1956 $3.93 $2.80 $3.31

1957 3.82 2.65 3.52

1958 2.86 2.97 3.27

1959 2.66 2.93 3.43

1960 2.78 3.17 4.17
Note: All averages are based on January-February reports.

Spot tv may eventually find Japanese-made products a substantial source of

income.

Reps last week got a letter from the New York branch of Dentsu Advertising, Ltd., asking
that it be placed on station information mailing lists, because it was in process of checking
its account lineup for tv prospects.

The letter stated that Dentsu was the largest agency in Asia, with $130 million in
billings and a network of 30 branch offices in Japan alone.

For the first time since 1954 U. S. Steel will forego its Operation Snowflake,
which has served as a boon for spot during the Christmas selling season.

The promotion put the spotlight on kitchen appliances made of steel.
Explained BBDO: the objective has been totally accomplished.

Even before the new tv network line has had a chance to go on public display,
certain agencies are off" and running in their planning and searching for next
season's programs.

Ask them why and they tell you the cause is two-fold: (1) they're worried that the look-
alike of nighttime programing may become so palling that chunks of regular view-
ing will drift away; (2) their agencies have fortunes at stake in the medium and they have
to do something on their own to protect this interest.

What it could mean: free lance producers will have a better chance to compete
with the machine-made stuff of the big Hollywood studios, providing they're working on
things which depart from threadbare formulas.

20 SPONSOR • 10 OCTOBER 1960|

SPONSOR-SCOPE continued

The tv networks don't appear to be in a hurry on making a decision on what
two-and-a-half-hours of the nighttime schedule they'll carve out as option time.

Inquiry by SPONSOR-SCOPE last week, generally speaking, elicited this response: we're
weighing all the factors and facets but we can't say how soon before the first of the year we'll
be ready to move in rewriting our contracts with stations.

NBC TV affiliates are garnering something of a harvest from the spate of min-
utes that the network has opened up to them in nighttime programs.

Some reps report that they've already sold out of these odds and ends.
Although the spots are recapturable on two weeks notice, the network has assured the
affiliates there's little chance of anything happening before 1 January.

Apparently Vitamin Sales (Fairfax) is now convinced that daytime tv can de-
liver mail orders in steady profusion.

It used to buy a quarter-hour at a time and wait for returns.

Last week the firm gave ABC TV an order for seven quarter-hours to be run off in a
13-week cycle.

It doesn't look as though the 1960-61 season will have as many trade associa-
tions using network tv as did the previous one.

The lineup at the present moment:

TRADE GROUP PROGRAMING USED

American Dairy Assn. Today

American Gas Assn. Barbara Stanwyck alt. wk.

Watchmakers of Switzerland Today

Pan-American Coffee ABC TV daytime

U.S. Brewers Foundation Specials

Among the missing: Florida Citrus, Edison Electric Institute, Florists Telegraph.

NBC Radio estimates it will show a profit of over $3.25 million for 1960, and

that its compensation to stations will come to about $3 million.

The network says its income from co-op is less than 2% of the total take.

Armour (FC&B) has allied itself with ABC TV for a combination package.

The order covers four weekly quarter-hours of daytime and participations in the Untouch-
ables, Hong Kong and Maverick. Annual rate of the business: $6.5 million.

ABC TV appears to have become miffed at NBC TV's tendency to skip around
among age groups in claiming housewife viewing predominance.

With the intent of stopping NBC in its tracks ABC cites a couple of tables on total
housewives reached per week, noon to 5 p.m., Monday through Friday. One table
was put out by NBC a couple of months ago. The data was based on ABB December 1959
audience composition. The other table shows ABC's housewife breakdown in the ARB August
I960 report.

Here are the tables :

AGE GROUP NBC (DEC. 1959) ABC (AUG. 1960)

18-29 2,350,000 3,096,000

30-39 2,600,000 2,670,000

40-49 1,970,000 1,932,000

Over 49 3,260,000 3,380,000

TOTAL 10,180,000 11,078,000

• 10 OCTOBER 1960

\^d

SPONSOR-SCOPE continued

Spot tv got somewhat of a jolt last week from Detroit: the Pontiac Division can-
celled the five-week schedule it had set weeks ago to hegin 1 November.

When the notice came through the reps were faced with this question : should they agree
to wipe out the entire obligation, though a portion of it could have been enforced, in face of
the fact that Life and some newspapers refused to cancel?

The problem was debated within the SRA and the decision was to give Pontiac, which
placed the business via MacManus, John & Adams, what it asked for.

The spot campaign was to focus on the Tempest compact and the reason given for can-
celling was there was some trouble at the factory.

WPIX, N. Y., lost about $50,000 worth of business to a competitor, WNTA-TV, last week,
while the NAB code board was pondering the question as to whether cocktail mixes came
within the purview of the ban on hard liquor.

WPIX is a subscriber to the code, while WNTA-TV is a non-member. The product in-
volved: Holland House cocktail mixes. The board eventually ruled in the affirmative.

Judging from the preparations going on, you can expect the most furious
scramble for daytime business among the tv networks that you've yet seen.

Raiding attempts will be rampant, with a lot said about the advantage of splitting day-
time activity between networks in order to beef up cost efficiency.

The protagonists in this battle will probably be limited to ABC TV and NBC TV,
since the top CBS TV sales echelon, sitting smug with its nighttime sellout situation, seems I
little inclined to match the sales policies effected by the competition in recent months.

As Madison Avenue sees it, Norman Strouse's appointment of Dan Seymour and
Wallace Elton to jWT's executive committee demonstrates this: (1) he's now able to |
act freely and (2) the transition path from the old to the coming ruling caste has been smoothed.

The elder regime represented on the committee: Sam Meek, Henry Flower (two
powerhouses of the agency business) and Howard Kohl, personnel head for over 30 years.

(For more on JWT's realignments see NEWSMAKER OF THE WEEK, page 6.)

What is likely the last radio and tv holdout against beer, the Frank Gannett
group, has now gone the whole works.

Some years ago the late newspaper publisher modified his stand on network beer pro-
grams : they would be cleared on his stations if deemed in the public interest.

The stations, located in Rochester, Binghamton, Elmira and Danville, 111., will now take
beer whether network or spot.

There's been quite a burst of action lately among such agencies as Bates, Ayer
and JWT in updating their presentations anent tv for their clients.

They're scouring numerous statistical and information sources for their documentation.

TvB will have out by the first of the year a book primed to show Sears man-
agers how to use tv at the grass roots.

It's in cooperation with the retail chain's headquarters management.
A similar how-to-do-it will be compounded for members of the National Retail Mer-
chants Association.

For other now* coverage in this issue, see Newsmaker of the Week, page 6;
Spot Buys, page 44; News and Idea Wrap-Up, page 64; Washington Week, page 59; SPONSOR
Hears, page 62; Tv and Radio Newsmakers, page 72; and Film-Scope, page 60.

22 SPONSOR • 10 OCTOBER 1!

960,1

FARM GAL AT EVENING CHORES

. . . in tk S&md oj JdiHk and ^oney!

She's getting ready for a "Barn Dance", 1961 version, at her
Country Club! Seriously, our people enjoy living at its best. And
our Station reflects that better life with

1. Channel 2 for those extra counties.

2. CBS for the best in Public Servrce.

A tfie (£ahd oj <JMk ad ySfotiey!

SREEN BAY, WISCONSIN

HAYDN R. EVANS. Ge

NSOR • 10 OCTOBER I960

IN INLAND CALIFORNIA (and western nevadai

BEELIN&«ao«o

Fresno is the nation's Number One
agricultural county and the heart of
America's raisin industry.

More Fresno listeners will hear
about your product on Fresno's Bee-
line station, KMJ. Compared to the
second best stations in this market,
KMJ delivers:

35' i more of the morning audience
14' ,' more of the afternoon market
31%more of the evening audience

(April 1960 Pulse)*

No question but that Beeline Radio
is your key to the desirable Fresno
market. And that's true for all five
Beeline markets in the Billion-Dollar
Valley of the Bees. As a group, the
Beeline stations reach more radio
homes in these markets than any com-
peting combination — at the lowest
cost per thousand.* Ask about the
three discount plans that make Bee-
line Radio a timebuyer's dream.

♦Nielsen and SR&D

KFBK

KBEEoWs.o

KMJO H«SNO.

KERN |j««s«ho

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SACRAMENTO, CALIFORNIA

PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE

SPONSOR • 10 OCTOBER 1°6J

49th and

Madison

Needed support

Your lead article on radio ("Radio's
Big New Burst of Creativity") in the
September issue of SPONSOR leaves
me defenseless. Obviously, I was run-
ning off at the mouth when I should
have been inhaling with my eyeballs
as your story hits our radio tar-
get right in the teeth.

This is just the sort of support we
needed and believe me we are much
impressed.

Jay Barrington

asst. to gen. mgr.

WDAF

Kansas City, Mo.

Us, too!

fCOOO's claim that it has the only
woman account executive in the Mid-
west is "KOO0-K000." For KCFM,
Louis' oldest fm broadcasting
station, has an all woman — all 34-26-
55, 5' 6VI2" of her — account execu-
ive. Miss Gertrude Bunchez.

We hope K000 doesn't mind
haring this distinction with us in
he Midwest.

Harrv Eidelman
president
KCFM
St. Louis

ponsor is such a thoroughly read
lagazine that I'm sure several people
ave mentioned to you the caption
lix-up in the story, "TvB backs top-
vel research competition" in the 3
ctober issue.

But just for the record — and for
>ur morgue file — I'd like to report
at my face ended up over Dr. Leon
rons' name, and his over mine.

Milton Sherman, Ph.D.
client service director
MARPLAN Div.,

McCann-Erickson, Inc.
N. Y. C.

arch at the Tel,

Long memory

The article in the September 19th
issue of SPONSOR entitled "Action Tv
Shoofs Brylcreem To Top" naturally
attracted my attention. (Incidentally,
it was 1958, not 1957, that this ac-
count moved to K&E.)

In this connection, I cannot help
but recollect the original article on
Brylcreem which you ran in July 23,
1956. I think it would prove quite
interesting if you reviewed this in the
light of the current article.

J. William Atherton

Kastor Hilton Chesley Clifford

Atherton, Inc.

N. Y. C.

Negro supplement

I've just received your 9th Annual
Negro Radio Supplement and you've
done it again. It's even better than
your last one, and I can readily see
we're going to be giving it a lot of
use down here during the coming
months.

Sam Vitt

Doherty, Clifford, Steers &

Shenfield, Inc. N. Y. C.

The Negro supplement to your Sep-
tember 26th issue of SPONSOR con-
tains an error which I believe should
be corrected. As owners and oper-
ators of Station WNJR in Newark, we
were distressed to see, under "Negro
Station Profiles," a listing for WHBI
Newark claiming 168 hours per wee'v
on the air.

WHBI is on the air Sundays only,
sharing its broadcast week with
WADO in New York which broad-
casts Monday through Saturday. The
listing as it stands would give the im-
pression that there are two full-time
Negro programed stations in Newark.
The fact is that WNJR is the only
100 f f Negro programed station in
either New York or New Jersey.

Albert R. Lanphear

vice president

Continental Broadcasting

Wilmington, Del.

10 OCTOBER 1960

IT'S POWERful !

See this Hollywood epic . . .

final showing tonight at the

Bangor Drive-In.

Traffic is snarled on all
Maine highways.

(Held over another week)

Hundreds of local and national
advertisers have come to expect
"special" results from Powerful
Channel 2.

Combine 2 with Portland's 6 on
a national spot buy and save an
extra 5%.

See your Weed TV man.

WLBZ-TV

NBC for

BANGOR

MAINE

MAINE BROADCASTING SYSTEM

WLBZ-TV, Bangor WCSH-TV, Portland

Ko.#*e«

t—*

/VyeAr/eJe**^

tor-

fUs'<*^ T

THANK YOU
KAREN „

friends who attended WTOL's Day at the Zoo.

Zoo director Phil Skeldon, said it was the big-
gest day the Toledo zoo EVER had!

We're proud of our ability to sell an item, an
idea or an event . . . because both our adver-
tisers and our community benefit. Sure, we
deliver book numbers, but we wanted you to
see the actual people.

WTOL -TV RADIO

The Community Broadcasting Co.
WTOL-TV represented by <•** H-R Television
WTOL Radio represented by Gill-Perna, Inc.

^ SPONSOR

10 OCTOBER 1960

DO BIG AGENCIES O
'CONTROL' SPOT TV f

FACTS OR FICTION?

ood spot slots aren't available
the medium or small client

Highest paid men from rep firms
have first call on the best spots

ig agencies get first option on Agencies have option to shift

pst spots and control tv time | spot from one client to another

As fall spot tv schedules begin to peak, the annual
ablings are heard about big agencies' 'monopoly'

Buyers and sellers of spot time outline what the
Ipors are, where they come from, how much is fact

1/ou tried to buy a spot tv sched-
11 this week which included hot
U> in hot markets, and if you want-
> get on the air within the next
llth, you'd be in for a rough and
1 a disappointing time.
||:t because this has been happen-
l,n the past couple of weeks, some
]|»pointed clients and agencies are
that they've been "frozen
I by the "big boys" — the blue-

chip advertisers and the "Top 10"
agency shops. Their problem is sim-
ple : they didn't get there first — either
fastest or with the most planning.

Tv spot buyers dallied most of the
summer so that intensive buying
peaked late in August — far beyond
the usual cut-off for fall-winter sched-
uling. But when buying began, it
rushed through client-agency-repre-
sentative offices with the force of

Hurricane Donna so that the hottest
spots in the hottest markets are gone
— but only temporarily, say the reps.

They stand firm against the rumors
and murmuring* of disgruntled
charges that the big agencies "con-
trol" prime tv spot time, squeezing
out the small, and that smaller cli-
ents and agencies are discriminated
against.

Agency executives queried by
sponsor on this subject align them-
selves unanimously with the basic
stances of station representatives,
but they contend there are occasional
shifts of favor toward some agencies
and clients, and that a few reps switch
ground rules on occasion.

The biggest single factor which
makes the prime spot tv squeeze alle-

10 OCTOBER 1960

WHAT ADMEN AND REPS THINK ABOUT
MUTTERINGS OF 'BIG AGENCY CONTROL'

STATION REPS say buying hinges on "first come, first serve" sales
premise. They contend (1) buys involve fringe as well as prime time;
I 2 ) more prime times are available than ever before as stations open
new slots, as advertisers tend toward flights rather than long cam-
paigns; (3) only stations control time. Pictured (I), Ralph Allrud,
I' lair-TV account executive, with Bill Warner, Ted Bates timebuyer

SY FROLICK, broadcast v.p. at
FRC&H, New York, thinks the
successful buy is based on a per-
son-to-person relationship be-
tween buyer and seller, that
smaller agencies may well have
edge on big ones in this regard

MARVIN RICHFIELD, media
director of EWRR, New York,
says major responsibility for suc-
cessful tv spot buy rests with buy-
er, who must be "negotiator" or
"horse-trader." He thinks savvy
timebuyrrs should get higher pay

gation a speculative rather thai
factual issue is this: More time sh-
are being opened up than ever b
fore, with such moves as that
ABC TV affiliates to build seven ne
40-second announcement periods 1
tween the last two network shows |
an evening.

And regular announcement perio
are opening up for new sponso
faster than ever because today's bu
ing calls for shorter-term "flights'
for four-, six- and eight-week cai
paign periods. These days, says Ja
Denninger, eastern sales manager
Blair-TV, "a long-term campaign cc
ers 15 to 20 weeks."

Reps say there was a squeeze — I
not a freeze-out — in the severe i
of tv when the majority of adveri
ers wanted long-term schedules
so their times didn't open up w
much frequency.

Both the seller and the buyer ag
that this kind of sotto voce grousi
is an annual ailment most plaguin
prevalent during the fall solst

Says Frank Pellegrin. president 1
H-R Representatives: "I've heard |
squeeze charge muttered at least 1
times," but he has yet to hear
first documentation which w>
prove (he assertion. Jack Dennii
notes that he's heard it "every j
for 12 years since I've been in
business!"

Just what are some of these I
mured charges? And how factu
based are they? How much favd
ism is there in the sale of televij
spot time to one agency as opp<
to another?

The allegations reported to 61
SOR by agency media executives a
to follow these general lines. In i
instances the media pros were <
ing ideas and themes which thev
heard "somewhere" but with
they did not agree.

First, there's the broad ass<
that the agencies spending the
money in television get first '
on all prime, good or hot avai -^
ties which turn up.

Second, there's the charge I
the big shops are permitted bvl
tions and representatives to
trol" time slots by shifting a
ule from Product A to B made
same manufacturer, or to mcs
another client automaticallv whd
first one cancels the schedule.

-:>ONSOR • 10 OCTOBER I

Third, there's the allegation that
is concentration of spot time where
le spot tv money is — in the big agen-
es — closes out (a) medium and
oall agencies, (b) medium and
nail advertisers, and (c) advertisers
w to the medium.

A peripheral complaint to the first
»int — about reps giving the biggest

ot agencies first option — is that the
ost experienced, highest paid men
om a representative organization
B U on the biggest and richest agen-
H and that these executives have a
j^or claim on good availabilities
i,er sales associates.

Representatives as well as agency

t;dia executives scrambled to refute
;se broad allegations. Said Frank
mp, vice president for media at
mpton Advertising: "By and large,
re's a fair shake for every agency,
tting good availabilities is more a
iiction of the quality of buyer than
Machiavellian stranglehold!"
jjWarvin Richfield, media director of
,vin, Wasey, Ruthrauff & Ryan,
.nmented: "Large agencies don't
r e a monopoly on good spots; I
get as good a schedule as anyone
Young & Rubicam or BBDO for
simple reason that if reps don't
b me good spots they won't get my
liness!" And Sy Frolick, vice pres-
lt in charge of tv and radio at
cher Richards, Calkins & Holden,
;ed, saying, "The fact that I — in
/nailer spot tv agency — have had
good luck in getting spot sched-
gives the lie to this. How would
'sstoil ever have happened if this

true?"
The Lestoil account, now an in-
ry giant, started as a "backroom"
ufacturing plant and built its en-
distribution and sales operation
pnally on a foundation of spot
ision at a time when reps hadn't
d either of it or its agency.)
pspite general unanimity in term-
j:he spot tv availability picture a
|one, one adman who declined to
ioted said there "was some small
of fact" in the allegations. He
"There's a small fire but massive
■vs of smoke." He and his col-
e thinks the smoke comes from
small fires:

It's true that representatives
it a P&G, for example, to switch
■chedule from one product to an-
I. All media permit this, as long

as the corporate client remains the
same. But some people therefore as-
sume schedules are switched haphaz-
ardly — and automatically — once they
are "in" an agency.

2. There have been a few instances
where a schedule has been shuffled
between clients, although everyone
queried by SPONSOR could think of
only one example, involving Benton &
Bowles two years ago.

3. Because salesmen from the same
representative firm compete with each
other for sales, commissions and pro-
motions, some observers jump to the
incorrect conclusion that they also
compete for availabilities. A small
"bucket" shop rep might do this, but
none of the big ones would permit
such chaotic disorganization . . . nor
would their stations.

4. In many instances a top execu-
tive of a rep firm will trouble-shoot a
major account because of the money
involved in a contemplated buy or
cancellation, and this perhaps gives
rise to one charge that these top men
control the best spots and take them
only to the biggest agencies. But the

modern representative firm assigns
salesmen by account and divides
small, medium and large agencies
evenly among them.

5. There are instances in which
advertisers or agencies of any size
can't get what they want in the way
of spot availabilities. This may be
because they're calling on too short
notice, that they're inflexible in their
stipulations, that they want an im-
mediate "airing." This leads to the
charge of "lock-out" or "freeze" from
the less sophisticated buyer and client.

Several of the admen queried con-
tend that the key to the success of a
spot tv buy lies with the buyer. Sy
Frolick says, "Whether the agency
is big or little, people are people. And
a nasty buyer in a big agency will
get far less cooperation than a knowl-
edgeable and pleasant one in a small-
er shop. The key is personal contact,
experience and background."

Citing Beth Black (Cohen & Ale-
shire) and Reggie Schuebel (Guild.
Bascom & Bonfigli), Frolick said
"These are two gals from so-called
small shops who perform incredible

:■■'■'

THE BIGGEST BILLERS IN SPOT TV

jj Figures are agency and/or sponsor estimates for 1959 as to the
Top 10 ad agencies in terms of their annual spot television billings

AMOUNT SPENT IN
RANK AGENCY SPOT TV IN MILLIONS

TED BATES

$47

BENTON & BOWLES

33.2

BBDO

McCANN-ERICKSON (Tie)

YOUNG & RUBICAM (Tie)

LEO BURNETT

19.5

N. W. AYER

COMPTON

17.9

CUNNINGHAM & WALSH

10.

J. WALTER THOMPSON (Tie)

11.

DANCER-FITZGERALD-SAMPLE {Tie) 11

Total

$240.6

SOR • 10 OCTOBER 1960

magic in finding availabilities which

aren't there ! As a matter of fact, the
big agencies are more likely to have
dead-heads than the little ones, and
they can he hidden and covered up
better with bo main people around!"

Marvin Richfield' of EWRR agrees i
that the focus of successful buying is
with the buyer or. as he calls it. the I
"negotiator or horse-trader." He finds
the availabilities he wants, but he
goes beyond the normal buying rou- I
tine of calling and getting avails.

He knows exactly what he's look- ||
ing for, in what markets and at what
cost. "Some buyers, unfortunately,
are at the mercy of the rep salesmen.
and some of them therefore get left
out in the cold. You have to know
how to temper frequency and cover-
age to sell a given product." and this
type of buying transcends the simple
avails and costs-per-1,000 he says.

Richfield estimates that only 10 in
some 200 media people he's worked
with in agencies have been good "ne- •
gotiators," a prime buying requisite.
"The man who spends S5 million in
spot tv wouldn't think of hiring a guv
for more than $8,000 to keep the
agency honest!" he charges, adding
that he believes in a "negotiator-
buyer" who knows (1) the mechanics
of buying, and has an intimate knowl-
edge of ratings services and computa-
tion so it can be explained to the cli-
ent concisely; (2) who has presence, ||
because he or she needs to talk to
the reps and perhaps to account peo- .
pie who may not know the intrica-
cies: (3) who has judgment, an abil- 1
ity to make a deal in favor of the I
agency and client.

Pellegrin of H-R contends that ba-
sic buying strategy militates against
the charge that schedules are "con- 1
trolled" by an agency for several ac-
counts. Two major factors are in- i
volved: "First of all. there's usually
product conflict. If a time slot has
been cleared for Product A. part of i
the clearance involves separation from I
competitive items. More than likely
this same clearance wouldn't hold I
true for Product B, so from a mar-
keting point of view the agency would
not find it feasible to switch.

"The second factor is that station ;-..'
lineups wouldn't match the market
profile of two different accounts, and |$
by the time you added some stations
i Please turn to pape 50 i

AGENCY TV EXECS:
NOT EXPENDABLE

^ Despite shift to buying spot carriers, participations
agency programing departments are not on the way ou<

^ Networks agree that the agency programing execii
tive's voice is in direct proportion to his own standing

Kvast week Alan Stoneman, presi-
dent of Purex, filled 12 inches of one
of the nation's most influential news-
papers with a "hands off" statement
regarding his company's sponsored
tv shows this season. Sponsor rela-
tions to network programing were
referred to by Stoneman as "inter-
ference."

The article must have left some
verv highly paid and hard-working
executives, including some at the in-
terviewee's agency, wondering wheth-
er the president thought that his an-

nounced 50 r c sales increase was
accident. It also raised the questio
as to yvhat role the agency tv execi
tive plays if he can be barred froi
participating in a special, in the 11|_ fc
of the trend to buying spot carrier
and multiple participations, and tl
passing of control of all but 15 nigh
time shows to the networks.

Spokesmen for agencies high on tl
list of network tv users, as well as t
major tv networks, resented the i
plication of "interference" and dj
dared that an increasingly importai

i t
- !

AGENCY INFLUENCE STILL HIGH . .

DAVID LEVY, NBC

"Most of the agency's comments are constructive," says NBC's David Les
"and the agency executive is usually well trained and a very good int
preter." BBDO's George Polk sees agency tv programing departments grt
ing, with more building of shows for clients, more need for top executhl

10 OCTOBER 15J|

nction in programing is being car-
ed out by the agency programing
ecutive. Their almost unanimous
ipraisal of his present position:

• In the flood of '59, which came
1 twin waves of declining agency
ograming responsibility and in-
easing small and varied participa-
an buys on network tv. the program-
g executive kept his powder dry
op his own Ararat and today com-
ands as much influence within the
;ency hierarchy and almost as much
ith the networks and packagers as

fore.

True, they conceded, many of the

executives from top agencies had

itched over to the packager and
[twork side. But this, they declared.

is part of the natural process of

er-marriage among the various

anches of the industry.

As David Levy, NBC v.p. for net-
rk programs and talent and a for-
r agency executive himself, point-
out, "When you look at the ros-
5 of programing guys at major
jncies you'll mostly see men who
e been through the tv production

II. As for the networks and pack-

agers, the situation is vice versa."
But the basic functions of the pre-
1959 programing executive are still
his basic functions. They include:

• The final say on recommenda-
tions for all nighttime network pro-
grams, syndications and local pro-
gram buys.

• Protection of the client's inter-
ests through influence (not interfer-
ence), however unofficial, over sub-
ject matter in the areas of controver-
sy or matters of taste.

• When purchasing spot carriers
or scatter plans, the choice of what
shows, although media may have a
big voice in deciding how many and
when.

The agency executive has lost
ground only in the matter of "con-
trol," with less than a handful of
shows still brought in by the agency
or client who are able to choose their
network. But in today's set-up, with
the network furnishing the show and
the agency furnishing the sponsor, the
word "control" is a misnomer, any-
way. The agencyman is acknowl-
edged by the networks to exert as
much "constructive influence" in be-

half of his clients as his own person-
ality and background permit.

Where he has surrendered much in-
fluence is on the multi-sponsored
shows. With a spot carrier, for ex-
ample, the advertiser is obviously go-
ing for greater circulation, not identi-
fication. The agencv programing ex-
ecutive, as one said, "may know the
show will be a stiff but will have a
big audience for a few weeks." In
manv cases, he gives media his opin-
ion and from then on it's a short-
term media buy.

George Polk, vice president in
charge of programing at BBDO. stat-
ed one case for the agencv exec.
"Basically, our department makes the
programing decisions." he said. "Any-
thing to do with content is in our
domain. Sometimes media gets into
the picture, especially in the areas of
scatter plans which are really a media
buy.

"Media makes a recommendation
for a scatter plan dollarwise," he con-
tinued. "It's still up to us, however,
to pick the shows. Very often they're
picked before they go on the air,
(Please turn to page 52)

LTHOUGH THEY BRING IN ONLY 15%

;_ , ,„„ ,,„„„„ ,,,,_ „„ ,„ „„ , _ „,„ mumu ,,,,,,,,,,,,,,,,,,,,,,,,,,,,, , _ _-

OF PROGRAMS

1960-61 Shows Delivered By Agencies,

SHOW NETWORK SPONSOR

Clients

AGENCY

DENNIS THE MENACE

CBS

Kellogg; Best Foods

Burnett; GB&B

GE THEATRE

CBS

General Electric

BBDO

DANNY THOMAS

CBS

General Foods

Benton & Bowles

ANDY GRIFFITH

CBS

General Foods

Benton & Bowles

HENNESSY

CBS

Gen. Foods; Lorillard

Y&R; L&N

DOBIE GILLIS

CBS

Pillsbury; Ph. Morris

Burnett

MY SISTER EILEEN

CBS

Colgate

Ted Bates

V. S. STEEL & ARMSTRONG

CBS

U. S. Steel; Armstrong

BBDO

ZANE GREY

CBS

S. C. Johnson; Lorillard

NL&B; L&N

ANN SOTHERN

CBS

Gen. Foods; S. C. Johnson

Benton & Bowles

JUNE ALLY SON

CBS

DuPont

BBDO

MR. GARLUND

CBS

Plymouth; L&M

N. W. Ayer; DFS

ALFRED HITCHCOCK

NBC

Ford

J. Walter Thompson

PETER LOVES MARY

NBC

Procter & Gamble

Benton & Bowles

\ BACHELOR FATHER

NBC

Whitehall; Am. Tob.

Bates; Gumbinner

1 PETER GVNN

ABC

Br. Myers; Reynolds

DCS&S; Esty

1 THE RIFLEMAN

ABC

Procter & Gamble

Benton & Bowles

j LAW & MR. JONES

ABC

Procter & Gamble

Compton

SOR • 10 OCTOBER 1960

MOGUL, WILLIAMS & SAYLOR creative team heads: Jeanne Harrison, executn
supervisor, Richard Lockman, (at left) go over last minute details befor
latest product. Standing by are John Wingate, Esquire product spokesman (

ight) and Jai

Esqui

enior v.p. and Esquire accd
musical announcement of
of the MW&S tv departnn

WHY ESQUIRE STAYS WITH TV

^ Esquire shoe polish, first brand in its field to try nighttime net tv, rose fro
obscurity to No. 1 spot in shoe polish industry; begins 12th year in televisk

^■ast week a shoe polish company
who pioneered in nighttime net tv 11
years ago returned to that medium
after a two-year venture in tv spot
and daytime net. The current cam-
paign also heralded a first for the
veteran tv advertiser — a new and
economical use of tape.

The company — Knomark, Inc..
maker of Esquire Shoe Polishes, and
a long-time Mogul, Williams & Savior
account, broke into tv back in 1950
with participation in ABC's Blind
Date, the first in its field to tr\ the
media. Since that debut date, Esquire
shoe polish commercials have made
the rounds on a variety of nighttime
network shows, and more recently,

daytime network and spot tv.

Tv advertising has been accredited
by both MW&S and Knomark admen
for taking the shoe polish out of
relative obscurity and placing it in a
top position. Esquire was the first
shoe polish product to establish a
strong position in the supermarket
shelf.

When Esquire began its affiliation
with MW&S, in 1945, the company's
total advertising appropriation was
in the neighborhood of S25,000. This
year — although agency and Knomark
execs are not talking — the advertis-
ing budget will come close to the
S3 million mark.

Hold That Camera — a low-budget

ABC variety show came in for <
week sponsorship bv Esquire
Blind Date. This was followed b
company's purchase of an hour stj
in the Kate Smith noontime A!
net show — during the 1951-52
1952-53 seasons.

Esquire distribution which b
to broaden during these expo:
began to gain momentum rapidl;
ter that. It was right about here
Esquire, in order to reach nod
homes, added NBC TanDem R»
on a three-time a week participate
In this period it introduced, !
cessfully, Scuff-Kote.

Later, in 1953. when Esqi
gained shelf space in food stores i

SPONSOR • 10 OCTOBER l 1

ipermarkets, the most extensive dis-
ibution expansion was started. To
;lp this along, MW&S "lend-leased"
3 v.p. in charge of marketing and
erchandising, Jules Lennard, to
squire for six months.
To support this move into food
itlets, Esquire placed its line on
thur Godfrey's CBS TV-Radio
ows — a single investment which
st well over SI million.
In the 1953-54 and 1954-55 sea-
ns, Esquire sponsored Masquerade
rty on NBC. By this time, accord-
to MW&S admen, Esquire had
ptured 25 c r of the entire shoe pol-

rket.

Completely sold on tv, they entered
1955-56 season with sponsorship
Caesar's Hour and came back with
enewal, the next season. Masquer-
Party was added again in 1957
over 87 stations. In the fall of
>7, they bought into the Perry
mo Show with a lineup of 180
>C stations. Here they stayed for

a second season — and bought into the
Garry Moore Show in the fall of
1958.

It was at this time that Esquire de-
cided to try a new approach: to
reach the homemaker during the day-
time hours. A heavy spot tv cam-
paign was launched and daytime net.
consisting of soap operas and wom-
en's shows were bought. Esquire was
happy with this medium, labeled Op-
eration Daybreak.

There was one small sour note,
however. There was a feeling that
Esquire dealers were not aware of the
power of this advertising program.
Some of the glamor, excitement, name
value was lacking. A certain amount
of company product prestige was gone
— with nighttime net.

The dealers had, according to an
agency spokesman experienced a
"psychological boost" in being asso-
ciated with top names like Kate
Smith, Arthur Godfrey, Perry Como,
etc. In addition — there weren't many

people watching, during the daytime,
the dealers argued.

To allay their fears — and to point
up the potency of spot tv and day-
time net, MW&S senior v.p. and Es-
quire account supervisor Richard
Lockman devised a dealer contest.
The contest — "Guess How Many Peo-
ple Will See The Fall '59 Esquire Tv
Spots" — was distributed to retailers,
wholesalers, and all their employees.
Two-color, two-page spreads in all top
trade journals featured the contest
clues. With attention directed at the
Esquire commercials in this new
manner, the dealer was awakened to
the magnitude of the Esquire day-
break campaign although he was not
able, during working hours, to catch
the commercials.

Last week, however, Esquire re-
turned to nighttime tv. The cam-
paign — to introduce the company's
newest No-Odor Boot Polish as well
as a new line of spray polishes — broke
I Please turn to page 48)

MW&S puts tv tape
to economical use

w to reach Esquire food brokers and salesmen
fastest and least costly way, was solved by
V&S creative team headed by accountsupervisor
■hard Lockman. The idea: to tape a 15-minute
c and product demonstration by Esquire com-
■y president, Irving J. Bottner, shown here

!ove left) receiving some on-camera instructions
n Lockman, and at right during the taping session.
OR • 10 OCTOBER 1960

AGENCY WEBS BOOST AIR ROLE

^ Seven national agency networks see rosy future
with broadeast media activity definitely on ascendency

^ Over 190 small- to medium-sized agencies in nation's
top markets are linked in specific network affiliation

I his month four of the seven ad-
vertising agency networks will be
having their national meetings. The
meetings will undoubtedly reflect the
fact that broadcast media are playing
a more extensive role in recent net-
work operations.

Members of agencies representing
over $550 million in annual billing

will be discussing tv program ex-
changes, local timebuying and avail-
abilities, general marketing problems,
reports on current campaigns, and
case histories.

Several vears back it was generallv
thought in the agency business that
agencv networks were formed "so that
smaller shops could huddle together

for warmth." Today, spokesmen fo
the existing national agency network
however, not only resent such a state
ment but feel it is barking up th
wrong tree. The networks, thev sa^
today operate for the mutual benefi
of their members, are growing b
leaps and bounds, and generallv con
sider their outlook to be verv rosv
indeed.

The basic objectives of an agenc
network are obvious. Fullv staffei
small- to medium-sized agencies, whir]
operate in their own markets as inde
pendent firms, also assist each otha
in basic marketing functions. There
fore, a client of X agency in Dalla
may also have at his disposal the fa
cilities of similar agencies in most o
the nation's top markets. "Networl
offices are in effect autonomous aged
cies with a family resemblance,"
Henry J. Kaufman, pres. of Henrv J
Kaufman Assoc. Washington, a mem
ber of National Advertising Agenct
Network, told sponsor.

By the nature of their organization]
member agencies can enlist account
which, on their own. they couldn|
possibly tackle. As network agencid
can woo heavier accounts, smaller j»
counts can also get the benefits of
branch agency by affiliating with
network member. As one netwoi
spokesman put it: "You can't aff
a branch outfit with an account
8100,000 ... so you best go netw
. . . and more and more smaller a
counts are realizing this."

A Boston adman told spons
"We agency networkers think that
business is local and the knowleu,
of local markets enables us to intn
duce new products, new ideas
broadcast media, thousands of m
from our home base bv virtue of i
work affiliations."

Aside from time buys and chec
on availabilities, a network meml
may be asked to monitor commerci
in his market, suggest a storvboa
used for a client in his market \fl
a similar product, or recommend
syndicated show which would be(
good buy for a specific client t
Recently one agency asked an affili
to "please suggest best tv home eo(

SPONSOR • 10 OCTOBER 1!

BASIC FACTS ON THE MAJOR AGENCY NETWORKS

F.A.A.G.

1946

1932

1928

1947

1932

1950

1938

$200 &
$350

$350-
$1,500

$300-
$500

Figure not
available

35%

11%

22%

Figure not
available

25-35%

omist program in your area for in-
troducing new food product."

Or, one agency may be called upon
to produce commercials for another,
using local talent. Such was the case
this year with an Alabama agency
which asked its Los Angeles affiliate
ito produce in Hollywood, commer-
cials for a snuff manufacturer. When
Jack Paar's late-night show originated
from the West Coast last Christmas
season, the same L.A. agency was
called upon to supervise commercials
for an Albany agency's tree decora-
tion manufacturer-client.

Timebuying, however, is still the
most important air media service net-
work members provide for each other.
So important has it become that the
First Advertising Agency Group,
whose N. Y. franchise was left open
vhen Lee-Stockman Agency disbanded

Iibout a year ago, will only accept a
^. Y. member with top tv contacts.
Transamerica Advertising Agency
Network N. Y. affiliate Friend-Reiss
produced a tv program and did the
jommercials for the Toy Guidance
council for three years. Network
jnembers bought time locally and
upervised the commercials, as well as

newspaper tie-ins and usual merchan-
dising. "This close control on the
local level resulted in better time-
spotting, more efficient synchroniza-
tion with local customs, such as what
day is pay day in a given city/' said
Ben Reiss, chairman of the board,
Friend-Reiss. "This type of operation
saves darn costly agency time in trav-
eling the tv circuit to check on time
slots and supervise commercials," he
pointed out.

Most networks have one unique
feature unto themselves. Such is the
case with N.A.A.N., which boasts a
successful marketing division, Market-
ing Development Associates. MDA
is a franchised member of N.A.A.N.
When an N.A.A.N. member wants a
marketing service performed, it must
issue an order to MDA, which is car-
ried out and billed to the agency.
N.A.A.N. also has a central clearing
office through which all network re-
quests, billings, accounting and pay-
rolls, are filed. It also serves as a
central library for background mar-
keting information and case histories.

F.A.A.G. and Mutual Adv. Agency
Network have annual advertising and
marketing competitions. The primary

purpose stressed in these contests is
not winning an award but rather put-
ting fresh campaign ideas before
affiliates for discussion and sugges-
tion.

Billing methods vary with each
network. Where N.A.A.N. has rigid
billing practices through its central
office, F.A.A.G. gives affiliates a half-
hour's service per request free of
charge and bills the agency for time
spent thereafter. On the other hand
some networks have no set rules on
billing. One agencyman griped that
when it came to billing his affiliate,
the response was "don't bother, we'll
have a drink at the next convention."
As he put it: "This sort of puts the
damper on further requests for serv-
ice, because of obligation."

Some networks, such as T.A.A.N.
however, have regular inter-agency
billing charges. Here is T.A.A.N. 's
breakdown, on an hourly rate: steno-
graphic or clerical personnel — $2;
regular survey personnel — $2; sur-
vey supervisors — $5; junior execs
— $7.50 and senior execs — $12.

All networks have regularly sched-
uled annual, semi-annual, national
(Please turn to page 51)

JPONSOR • 10 OCTOBER 1960

FOOD SPENDING ON TV:
A MILLION BUCKS A DAY

l^l.iti>;nal and regional food product
advertisers laid their money on the
line fur tv at a SI million-a-day rate
during the first half of this year.

The Television Bureau of Advertis-
ing estimated today that a total of
more than S180 million was spent in
six months by these advertisers on
both time (net) and talent. The gross
time expenditures for network and
spot during the January -through-June
period came to SI 44. 766.075, of
which $88,798,000 was for spot and
$55,968,075 was for network.

In estimating the net figures, TvB
assumes that net time spending for
spot is about 70 r 7 of gross (based on
the ratio to FCC time sales data),
while talent adds another 15 r f to the
reduced figure. As for network spend-
ing, the promotion firm's researchers
add about 35 r T to the gross time level
to get a net time-and-talent total.

TvB noted that tv continues to be
the No. 1 advertising medium in 1960
"for the food industry.

Among the big spenders in major
categories:

• General Foods spent S9.320,000
alone in the top-ranking coffee, tea
and food drinks category for Maxwell
House, Sanka, and Yuban coffees.
This is a gross time figure for net-
work and spot.

• Leading in the cereals division
was Kellogg, whose gross time tv
total came to S8,028,511 for these
products.

• The National Biscuit Co. led in
the baked goods category with $4,-
087.472 for network and spot.

In the relatively less important na-
tional food stores category, A&P led
with spot gross time expenditures of
"•825.240. while Safeway was second
with S751.750. 1 "

TV'S FOOD $$, 1ST HALF, 1960

TOTAL TV SPOT TV

NETWORK TV

Baked goods

$16,836,003

$11,393,000

$ 5,443,003

Cerefds

20,666,327

5,699,000

14,967,327

Coffee, tea, food drinks

31,321,881

23,645,000

7,568,881

Condiments, etc.

6,893,485

4,500,000

2,393,485

Dairy products

9,870,622

3,884,000

5,986,622

Desserts

2,203,486

508,000

1,695,486

Dry foods

14,807,358

10,363,000

4,444,358

Fruits & vegs., juices

8,656,630

5,237,000

3,419,630

Macaroni, noodles, etc.

2,078,875

1,476,000

602,875

Margarine, shortenings

8,310,883

5,845,000

2,465,883

Meat, poultry & fish

4,110,591

3,530,000

580,591

/Vaf'I food stores

4,680,000

Soups

3,245,825

720,000

2,525.825

Misc. foods

9,431,869

5,820,000

3,611,869

Misc. frozen foods

1,760,240

1,498,000

262,240

Gross time expenditures. Spot — TvB-Rorabaug

i; network— TvB/LNA

BAH

REACTION

^ Agencies see 'dignity'
move as significant step in
proper direction for radio

^ Some reps and stations
wonder what the 'noise' is
about: others disconcerted

I he proposed "golden rules" of sta-
tion operation that KYA, San Fran-
cisco, set up for itself received a pat
on the back from agencymen last
week, but some sub rosa mutterings
from other industry quarters.

Agency media people welcomed the
"dignity" move as an improvement
that can enhance radio's value to ad-
vertisers. "A constructive step for
the advancement of radio," said Art
Pardoll, associate media director,
Foote, Cone & Belding. "This com-
mercial policy should provide definite
benefits for advertisers," was the com-
ment of Jerome Feniger, radio tv
v.p., Cunningham & Walsh. "A states-
manlike policy," added N. W. Aver
v.p. Tom McDermott. Others on rec-
ord as approving included Cliff Bot-
way, media supervisor. Ogilvy, Ben-
son & Mather, and William Esty's
Jack Fennell.

As for broadcasters there was both
(1) a natural reluctance to boost a
competitor, and (2 ) a let's-give-credit-
where-credit-is-due attitude. Reps and
station men willing to be quoted fa-
vored the move, though they found
it par for the course for any "good"
radio station, and didn't see what the
hoopla was all about. The unquota-
bles. however, showed concern about
how their own image might fare in
the wake of KYA's effort to recast an
image for itself.

Among the major planks in KYA's
new platform:

• A reduction in the hourlv com-
mercial maximum from 23-24 units to
18, of which 14 are minutes, the rest
30's or 20's and 10's. The number of ,
60-second commercials per half-hour
drops from nine to seven.

SPONSOR • 10 OCTOBER 1960

TO KYA 'GOLDEN RULES' MIXED

• One commercial announcement
between musical selections, where in
the past there were two, sometimes
three.

• Product protection increased
from 15 to 20 minutes, and maxi-
mum number of commercials per ad-
vertiser per hour cut from three to
two.

• Discontinuation of spots shorter
than 10 seconds and sponsorship of

time signals, weather reports, and
news shorter than 10 seconds.

• Adoption of a single rate, effec-
tive no later than 15 December. All
national business must be placed
through agency and sales rep.

According to Morton Wagner, ex-
ecutive v.p. of Bartell Broadcasting
Corp. which owns KYA, "In no way
does this action decry, condemn,
question the previous, current, and,

undoubtedly, future policies of our
own properties and those of our col-
leagues." Nonetheless, a develop-
ment of this nature can't help but
draw attention to the industry in
general.

Among the reps consulted, KYA's
plan probably got its most favorable
review from Richard O'Connell, ex-
ecutive v.p.. Devney /O'Connell, who
was "completely in accord insofar

HERE'S HOW THOSE IN FAVOR LOOK AT THE PLAN

IT BENEFITS ADVERTISERS

1 %

JEROME FENIGER

THOMAS McDERMOTT

''This commercial policy and its innovations should pro-
vide definite benefits for advertisers," said Jerome Feni-
%er, v.p. in charge of radio J tv programing, Cunningham
£ Walsh. Putting his reaction concisely, Tom McDermott,
>.p. of N. W . Ayer, called it, "A statesmanlike policy."
Ilift Botway, media supervisor, Ogilvy, Benson & Mather,

CLIFF BOTWAY

observed, "All agencies and advertisers welcome media ef-
forts to advance the dignity of the profession." In the
opinion of Art Pardoll, associate media director, Foote,
Cone & Belding, "This is a constructive step for the ad-
vancement of radio." He expressed the hope that such
action would trigger a de-commercialization trend.

IT'S A 'GOOD' STATION'S DUTY

\\leps and station men for
he most part go along
H-ith the plan, though
lany resent the fanfare
ccompanying what they
onsider a policy all
good" stations more or
follow. Most com-
letely in accord with
YA's actions is Richard
'Connell, exec v.p., Dev-
ey/O'Connell. He says

YA can now raise rates. Ralph Guild, v.p. Daren F. Mc-
avren, which represents KABL in same market, wel-
>mes move as improvement to competition there. In fa-

RALPH GUILD

RICHARD O'CONNELL

MITCHELL DeGROOT

'ONSOR • 10 OCTOBER 1960

vor of the move, but critical of how it has been handled,
is Mitchell DeGroot, radio mgr. of Paul H. Raymer Co..
who calls it a "grandstand play for editorial attention."

as it furthers radio's goal: to sell.
Over-commercialization dilutes the
effectiveness of sales messages. By
holding down the numher of commer-
cial units, KYA increases their value
and can charge more for them."
OTJonnell added that "over-commer-
cialization is rampant in all media,
especially print," and expressed the
hope that a counter trend was un-
derway.

The quotables for the most part
limited their remarks to a comparison
of KYA's new- operation with their
own. "Most of our stations are less

commercial," says Daren F. McGav-
ren executive v. p. -general sales man-
ager Ralph Guild. In the San Fran-
cisco market his outfit represents
KABL, which he says runs 12 com-
mercials per hour, in clusters of three
every 15 minutes. As for KYA's plan
Guild is "glad to see it. If they do
this, it should help improve the com-
petitive situation in the Bay area."

Among the unimpressed reps is
Mitchell DeGroot of the Paul H.
Raymer Co. "A grandstand play for
editorial attention; it's indicative
that the station formerly acted con-

trary to the practices of the better
radio stations."

The KYA policy is "nothing new"
to John McSweeney, sales manager,
WMCA, New York. "We've operated
that way for years, and are glad to
see another station come out with
meaningful controls on commercial
content, which we believe adds
great deal to effectiveness of radio
advertising."

Some broadcasters were on the de-
fensive. "If a station is doing o.k.,
who's to say it's too commercial?"
queried one. "It's the technique of

THERE'VE BEEN SOME CHANGES MADE AT KYA

NEW POLICY

IN THE PAST

Maximum commercial units per hour: 18. Al-
' lows 14 minutes, two 10's, two 30's or 20's.

2 Number of sales messages between musical .
■ lections will be held down to one.

{Product category protection of 20 minutes, and
■ one advertiser held to two spots an hour.

4.
5.
6.
7.
8.
9.
10.

Single rate card effective no later than 15 Dec.
Until then, 20% off for Bay area small retailers.

No announcements less than 10 seconds; no time,
weather, news sponsorship less than 10 seconds.

All announcements, regardless of type, may be
fixed at the outset within a half-hour period.

Will not accept pre-inquiry, percentage of sales,
or barter business. No orders accepted for re-sale.

Special approval required for "call right now"
copy, use of client's address in "write now" copy.

All national business must be placed through ad-
vertising agency and station s national sales rep.

Spots added to schedules during protection peri-
od will carry current rather than protected rate.

Permitted 23-24 hourly commercial announcements,
including 18 minutes, 9 per half hour {now it's 7).

Usually two spots between records, sometimes three,
though always separated by other ingredients.

Protection period had been 15 minutes, each adver-
tiser could have up to three commercials per hour.

Maintained two rate cards, one for local advertisers,
other applied to national business placed on station

Allowed spots shorter than 10 seconds, sold sponsor-
ship of time, weather, news shorter than 10 seconds.

If plan bought, position was not fixed even at be-
ginning. If category purchase, fixed only if at outset.

Accepted a limited amount of barter business, was
not involved in pre-inquiry or percentage of sales.

Permitted all "call right now" and "write now
continuity as the occasion dictated.

Infrequently accepted on a direct basis, national
business emanating from outside San Francisco area.

Charged the protected rate for additions to sched-
ules during the protection period.

SPONSOR • 10 OCTOBER 196(1

,the personality that counts. One guy
weaves in commercials more skillfully
than another. If the audiences resent
commerciality they can switch, and I
think they should be the jury that
counts," asserted one who insisted on
anonymity.

Among the disgruntlements was
widespread question as to KYA's mo-
tivation for implementing this new
plan. Several referred to the station's
relatively low position in the market.
(July-August Nielsen Station Index
finds KYA fluctuating between sixth
and tenth.) If KYA thinks this will
help its business, fine, said one rep,
'but why does it have to make so
much noise about it and put other sta-
tions in a bad light?"

As for improvement of KYA's busi-
ness, most granted that this could re-
sult eventually, beginning on the lo-
[cal level. In time the audience should
grow, "provided programing keeps
|>ace with commercial policy," quali-
fied one, and then the national busi-
es would be forthcoming.
Several additional stipulations were
ncluded in KYA's new plan, some
bund to be fairly off-beat by several
>roadcasters. For instance, the sta-
tion has banned commercials shorter
|han 10 seconds and will no longer
liccept sponsorship of time signals,
tveather, or other programing frag-
ments measuring less than 10 sec-
onds. None of the broadcasters
(ueried could see any reason for this
iction. For the most part they felt
he advertiser ought to be able to buy
s short a time period as he thinks
ie needs, though several would be
jharging the minute rate regardless
•f brevity.

Also, there was no approval to be
ound for KYA's decision to charge
he current rate for spots added to a
chedule during protection period,
hould rates have risen since initial
urchase. And adherents to KYA's
limination of sound effects from
ve commercials were nowhere to be
ound.

Among the changes broadcasters
onsidered entirely appropriate, and
3 some said, "long overdue," were
bift to a single rate (effective no
iter than 15 December) ; discontinu-
tion of barter; and requirement that
U national business be placed
irough agency and rep. ^

PONSOR • 10 OCTOBER 1960

CHIPPER as these 'newfangled' cameras, early hand-crank model
to touch of Fitzgerald's Campbell Fairley. Fairley accompaniec
Dickinson (r) and head cameraman Chester Gleason (backgrc

ihown here responds easily
Jamieson's director Jerry
nd) to shooting location

OLD FLICKER TECHNIQUE
FINDS NEW PLACE IN TV

fciast week history made a come-
back. Shelving modern television film
and tape techniques for turn-of-the-
century movie making, the Jamieson
Film Co. of Dallas came up with a
series of commercials, aired for the
first time 1 October, which could be
the start of a back-to-the-good-old-
days trend in air media advertising.

Use of the outdated "flicker" treat-
ment came to mind when Fitzgerald
Advertising agency of New Orleans,
turned over to Jamieson an assign-
ment of tv commercials for Blue Plate
Foods, Inc. which called for recreat-
ing a scene from 1910.

Jamieson's first job was to gather
authentic props, costumes, and sets.
The need for a 1910 Locomobile was
quickly answered by the Dallas Horse-
less Carriage Club whose members
eagerly pitched in and restored the
car. This, incidentally, required
3,900 hours of labor.

Next step on the agenda: Recreat-
ing the 1910 flicker effect. And here
a slight complication arose. Jamieson
found that the modern camera and
film processing, having been specifi-
cally designed for smooth action and
I pictures of high photographic quality,

could not adequately simulate the
old-fashioned technique. Solution:
to come up with an old camera (a
simple task) and one which would
work (this not so simple).

It was found pronto — a 45-year-old
Bell and Howell studio hand-crank
model — where it had been left to
gather dust in the Jamieson store-
room some 30 years ago. Surpris-
ingly the old machine went to work
with relative ease.

It wasn't the camera, Jamieson then
discovered, that was the greatest
problem, but the crew. Accustomed
to the completely motor driven equip-
ment of our time, the cameramen
were stuck for knowledge and facility
in operating the hand-driven model.

Founder of the film company Hugh
Jamieson Sr., who was schooled in
the movie making of the old days,
brought the men back-to-date on the
method.

Even director Jerry Dickinson and
his staff, spent several days re-learn-
ing the old gestures and pantomime
of the "silent" era.

With the final step taken by the
processing lab personnel, who found
they could reproduce early film qual-

it\ best through use of sound record-
ing film, preparation time was over
and Jamieson ready to roll.

It took some four days to complete
the commercials — a series of three
plus two days of looking for a
suitable location in Dallas. '"Getting
awaj from the scores of present-day
telephone poles, cars, and house-, w as
not easy.'" said Campbell Fairley.
T itzgerald agency spokesman, "but
once we found the right spot, every-
thing followed smoothly."

Each of the three spots utilizes the
same format, although each differs in
content. The first opens up. in typical
flicker-style, on a 1910 family driving
off to a picnic in their Locomobile.
A shift in scene finds the familv at
the picnic grounds, blanket with food
spread out before them. The voice-
over narration — used throughout all
the spots — explains how foods in the
early days were bland, unexciting.
There's a dissolve, and we're back
in the '60"s looking at a modern out-
door picnic, w ith an accompam ing
narration on the changes in food to- j
day, specifically Blue Plate Food's
prepared mayonnaise.

The second commercial, following
the style of the first with about 20
seconds of the old-style movie, de-
picts a 1910 couple out canoeing, I
leads into a 1910 kitchen where the
housewife is struggling to make her
own mayonnaise, and dissolves into
modern setting from there — first a
speedboat scene, with the couple
water skiing, then an up-to-date kit-
chen with the housewife's job of pre-
paring tasty meals simple and time-
saving because of prepared foods.

The hand-crank camera was not
necessary for the third commercial,
since the first scene was set in the
1930's.

Will this type of technique prove
successful? That remains to be seen.
since the test has just gotten under-
way. (Blue Plate Foods has bought
programing and spots in 43 South-
east and Gulf Coast markets, includ-
ing the half-hour syndicated mystery
show Brothers Branigan, which made
its debut only last week.) There's a
strong feeling of optimism, however,
on the part of both Blue Plate and
Fitzgerald executives, who feel their
unique way of telling the story will
bring rapid, substantial results. ^

•Chihuahua

FortWorth ®@Dallas ^hreveport t
~ New JBi
Austin & Houston Orleans ^

Chihuahua MAntonio

im& ©/Corpus Christi

\ T r°# Ur l| |atamoros GrLF

Torreoi
o v
Durango v

MananilfiS.City PueblaO^^, /SHE

""- Mexico '-^ ^

"~ '"uATESIA

What's going on in
Mexican television?

Frank Boehm (below), ivriter of this
article, is vice president and director
of research-promotion-advertising of
the Adam Young Co.. but his recent
trip to Mexico, out of ivhich this ar-
ticle came, had nothing to do with his
position in the rep firm. His experi-
ence in U. S. broadcasting provides
him with valuable background in eval-
uating trends developing in Mexico.

I here is probably more interest b\
U. S. advertisers in Mexican televi-
sion than in any other Latin- Ameri-
can video market.

Advertising in Mexico is a S110
million-a-year business. The bulk of
this ad money goes to radio and tv.
This is partially a result of the news-
papers' inability to meet the advertis-
ing standards of sophisticated ager-j
cies, partially because of government
restrictions on outdoor advertising
adjacent to federal highways, but it
is mostly because of the natural de-
sire of the Mexican people for thel
type of entertainment provided by thel
broadcast media and the consequent!
ability of those media to move mei
chandise.

Advertising time is difficult to o!
tain in both broadcast media, esp<
cially on Mexico City stations. Sin <
10' , of Mexico's purchasing pow
is concentrated within a short radi is]
of Mexico City, the Federal DistriJ
i the state in which the capital lie^)|
is the prime target of any efficienl
Mexican media buy.

Radio stations run the gamut m

SPONSOR • 10 OCTOBER 19 >C«

popular music, drama, sports and
ane station (taking advantage of the
lack of governmental restrictions)
broadcasts commercials, separated
(only by time signals at regular in-
ervals.

Television, while representing the
greatest potential sales force for the
lational advertiser (there are 660,-
,)00 television homes in Mexico, 85%
)f which are in the Federal District)
I hampered in its growth by the re-
luctance of the Mexican government
1) to allocate additional channels
n Mexico City, or (2) to permit for-
ign investments in the communica-
ions industry. Unlike other Latin-
American countries, Mexico prohibits
oreign participation in any phase of
ts communications system, which
ncludes Mexico's radio, television,
highways, airlines and so forth.
Emilio Azcarraga, who controls all
ut a handful of Mexico's tv stations
now operating or planned in the
breseeable future) is interested in
stablishing a television link with this
ountry, but admen say he appears

determined to keep imports of Ameri-
can programs to a minimum while
hinting at the possibility of an export
market in Central and South America
for Mexican programs.

Azcarraga operates the Telesistema
Mexicano, a network of inter-con-
nected stations throughout the coun-
try. Key to the Telesistema lies in
Azcarraga's ownership of all three
television stations in the vital Federal
District (Mexico City). These three
television stations (channels 2, 4, and
5) operate from the lavish Televicen-
tro in downtown Mexico City. This
production plant rivals any in the
world, with 17 studios and 60 tele-
vision cameras in use, including two
studios with facilities to seat over a
thousand people.

Channels 2 and 4, in addition to
serving the Federal District, feed
their signals to repeater stations sur-
rounding Mexico City, and this pro-
graming is further relayed either
directly or via tape delays throughout
the Telesistema. ( Telesistema Mexi-
cano. incidentally, operates Mexico's

only video tape center).

Channel 5 is operated as a "local"
station. Programing is limited t;>
films and children's programs and,
unlike channels 2 and 4, which have
identical rate cards, channel 5's rates
are substantially lower and provide
the only means by which local busi-
ness can afford to use the medium.
(There is no provision for frequency
or volume discounts).

As might be expected, the top-rated
programs on Mexican television are
comedy, musical comedy variety, and
live dramatic shows which bring lo-
cal Mexican talent to the people.
Ratings are produced monthly in
Mexico City by a firm employing the
personal coincidental technique, a
system which is not common in the
U. S. because of labor costs.

The government operates a board
of censorship which must pass on all
program material for public con-
sumption. Strangely this has result-
ed in programs such as Wyatt Earp
being classified as "adult" and not to
i Please turn to page 49)

I0BLE ADVERTISING is considered the 'hottest' agency in Mexico City currently, though ther
Shown in a planning conference (I to r), Edward J. Noble, president and founder; Alvara (
ian. creative dir.; Paul Scott, v.p. and acct. supvsr. Accounts include P&G, Du Pont, 3M, Revlon

are a number of branches of U. S. agencies
onzales, v.p. and acct. supvsr.; Jay Wasser-
Standard Brands, Carnation, Mennen, Viclc

ONSOR • 10 OCTOBER 1960

RADIO BASICS /OCTOBER

Facts & figures about radio today

1. CURRENT RADIO DIMENSIONS

Radio set index

1960

1959

106,007,095
40,387,449
10,000,000*

98,300,000
37,900,000
10,000,000*

156,394,544 146,200,000

Radio station index

End of August 1960

3,502

End of August 1959

3.406 I 107

Radio set sales inde:

TyM

August 1960

August 1959

8 months
1960

8 months
1959

Home
Auto

794,608
340,860

671,713
279,424

5,246,329
3,991,961

4,357,421
3,434,345

Total

Source: Elec
figures are fac

1,135,468

tronic Industries

951,137 9,238,290

Vssn. Home figures »re estimated
Tiese figures are of U.S. productlor
to the home sales figures.

7,791,766

retail sales, auto ,

2. CURRENT LISTENING PATTERNS

Four-fifths of the daytime radio audience are television homes

Homes using 8,407 7,566 7,368 6,478 6,330 5,934 4,896 4,302 4,154 4,500

•MONDAY- FRIDAY

The above chart, based on a Nielsen survey, shows the television penetration in radio homes by hour. The figures represent
a Monday through Friday average, November-December, 1959. Note the gradual decline in radio listening through the day.

SPONSOR • 10 OCTOBER lit

QUALITY BROADCASTING

SELLS

RICH, RICH

SOUTHERN

NEW ENGLAND

■■■■■

U G L. A S Q C-g_^

WTIC 50,000 watts

CHANNEL 9

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A Great New Market!

82% unduplicated audience on the
only primary ABC station between
Atlanta and the Gulf!

Top ABC Programs!

Shows like Maverick, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, Lawrence Welk, and The Un-
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The #1 night-time

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National and regional buys
in work now or recently completed

SPOT BUYS

TV BUYS

American Motors Corp., Detroit: Schedules for Rambler begin
this month on about 125 stations in 75 markets. Prime night min-
utes, five to 10 per week per market, will run for six weeks. Buyer:
Betty Powell. Agency: Geyer, Morey, Madden & Ballard, Inc., N. Y.

Chesebrough-Pond's, Inc., New York: Going into about 25 mar-
kets this month with schedules for Pertussin. Placements vary, some
for as long as 26 weeks, using day minutes. Buyer: Dick Brown.
Agency: Compton Adv.. New York.

Studebaker-Packard Corp., South: Schedules for the Lark begin
this month in 25-30 markets where S-P can't get clearance for its
network programing. Buys are for eight to 10 weeks, mostly sports
adjacencies. In addition, it is placing Filmways' new situation come-
dy, Wilbur and Mr. Ed, on a dealer co-op basis, to start in January
for 26 weeks. Buyer: Bob Lazetera. Agency: D'Arcy Adv. Co.,
New York.

International Latex Corp., New York: Night minutes for Playtex
bras and gloves begin this month for 39 weeks. Schedules for the
bras are in about 75 markets, for the gloves in about 40. Bob Bruno
buys at Reach, McClinton & Co., New York. Other night schedules,
on its girdles, begin early November for 13 weeks, also in about 75
markets. Girdle is handled by Ted Bates & Co.. New York; the
buyer is Greg Sullivan.

Chesebrough-Pond's, Inc., New York: Five-week campaign for
Vaseline hair tonic starts in October. Fringe night minutes are
scheduled in about 35 markets. Buyer: Alan Silverman. Agency:
Norman, Craig & Kummel, Inc., New York.

Lever Bros. Co., New York: Silverdust schedules start at different
times in October in about 35 markets. Schedules are for six weeks,
day and night minutes. Buyer: Bob Bridge. Agency: SSCB, N. Y.

RADIO BUYS

Kraft Foods, Chicago: New schedules for Miracle Margarine start
in October in 25-30 markets. Day minutes and 30's are set for eight
to 10 weeks. Agency: Needham, Louis & Brorby, Inc., Chicago.
Chun King Sales, Inc., Duluth: Campaign for 10 weeks on its food
products starts 24 October. Moderate frequencies of day minutes are
being bought. Agency: BBDO, Minneapolis.

Fisher Body Div., General Motors Corp., Detroit: Planning its
'60-'61 campaign, to start 14 November in a four-flight series. About
300 stations in 55 markets will be bought using these minimum traf-
fic frequencies: 20 spots per week in two-three station markets; 30
in four-five station markets; 40 in six-seven station markets; 65 in
eight-or-more station markets. Buyer: Maria Carayas. Agency:
Kudner Agency. Inc.. New York.

SPONSOR • 10 OCTOBER 1960

HITCH

YOUR SELLING

TO AIR MEDIA BASICS

AND WATCH YOUR SPOT ZOOM

■

1960 AIR MEDIA BASICS $2.00

TIMEBUYING BASICS
TELEVISION BASICS
RADIO BASICS, FM BASICS

1 to 10
10 to 50
50 to 100
100 to 500
500 or more

40 cents each
30 cents each
25 cents each
20 cents each
15 cents each

To Readers

Service, SPONSOR, 40 E. 49th Street, N.
Please send me the following:

Y. 17

_'60 AIR MEDIA BASICS ISSUE
.TIMEBUYING BASICS
.TELEVISION BASICS
JADIO BASICS, FM BASICS

NAME

FIRM

ADDRESS

:,:;:
•.<*

i iS

MEDIA
CS

■■.&.;;

o* CO

ss &>

* S

t? 5

I a

S *"*

5 #

1? •»

I s

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I3W HIV 0961
SOIS

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*•*

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3E cj

As more stations gain tv tape know-how, SPONSOR ASKS:

How can locally produced tape
shows be given national appeal?

E. Jonny Graff, <•/>• '« charge of sales,
eastern division, NTA, New York
Although it seems academic to
mention it at this late date, it is a
proven fact that locally produced tape
shows can and do have national ap-
peal. There is no mystery to how
this has been accomplished. It is

simply a blend of show business in-
tuition, good taste, and professional
production techniques. For a tv sta-
tion on the West Coast has put a lo-
cal show like Divorce Court into
more than 20 markets ; WPIX in New
York has put one-shot documentaries
like the Russian and Hitler films into
many major markets; KDKA in
Pittsburgh has put its kiddie show
into other Westinghouse markets;
and last but not least, WNTA-TV,
through its parent company, National
Telefilm Associates, New York, has
put programs like Open End, Mike
Wallace, Bishop Sheen, Alex In Won-
derland, and the award-winning Play
of the Week into national syndication
with great success.

A look at the type of shows that
have been successful in their nation-
al appeal indicates certain facts: Ob-
viously, they all start with a good
script, believable personalities, and
top-flight production; but the impor-
tant element is the general appeal of
the subject matter. Shows that deal
with religion, national themes of a
controversial nature, such as our
Open End program, the Westinghouse
produced Civil War series, or even
Traffic Court, are sure bets to win
national acceptance. On the other
hand, programs that are indigenous
to local areas, such as a fishing show
taped on the west coast of Florida,
would certainly not be adaptable to

tape syndication with any degree of
national appeal in other sections of
the country where the sport of fish-
ing is followed along completely dif-
ferent lines. Conversely, a bowling
show, a bridge game, or even golf les-
sons, when fortified with big name
performers who may be available in
certain markets, certainly are pro-
grams with a national appeal.

I have not mentioned the element
of music which is a great national
leveler. Here, if a local station is
lucky enough to have a Liberace or a
Jonah Jones group available, it can
obviously set up a musical tape show
with strong national potential. In
Chicago, WGN is even now taping its
great music from Chicago series for
national syndication after having
tested the show locally. In like man-
ner, KDKA in Pittsburgh is consid-
ering using its own excellent musical
groups as a springboard for a syn-
dicated tape show with national ap-
peal. However, if I were to give ad-
vice to local stations regarding the
formating of programs for national
exposure, I would urge them not to
try to compete with the major market
stations who have available all the
big name stars necessary for good
dramatic or musical casting. I would
suggest to them that they think in
terms of specialized programs that
they can produce with their limited
facilities, yet which will stand up
when compared with the material
coming from the production centers
of the country. For example, a sta-
tion in New Orleans produced a most
unusual documentary concerning a
dav in the life of a Carmelite nun.
By taking the viewers inside the clois-
ter and through the ceremony the sta-
tion was able to create a memorable
and unusual program just recently
shown on our New York station
WNTA.

In summing it up, his shows can
spring from most any source. There
is no predicting what the changing
tastes of the American public will ac-
cept as subject matter with national

appeal. When I was asked about the
possibilities of syndicating Play of
the Week, I was fearful of the recep-
tion in the hinterlands of programs
like ■"Medea," "Tiger At The Gates,"
and "The Cherry Orchard." I ques-
tioned their national appeal once we
left the metropolitan centers. How-
ever, we have been enjoying unusu-
ally high ratings throughout the
country with these same programs.
The same is true of Open End, which
many people would consider an egg-
head show and one which would not
go well outside of New York.

So to all your frustrated produc-
ers who thirst for national recogni-
tion, survey your market for out-
standing personalities, unusual loca-
tions, or gifted writers who can tie
together all these indigenous elements
into a genuinely interesting presenta-
tion, and vou will have answered the
question that started this article.

Ward L. Quaal, nce president and gen-
eral manager, fFGN, Inc., operating JTG.V
Syndication Sales, Chicago
Tape is certainly opening up new
vistas for viewers everywhere. A sub-
ject of universal interest and, in some

cases, known talent, are the necessary
elements of any program produced
for national distribution.

Our Great Music series, for exam-
ple, appeals to audiences everywhere
and is therefore ideal for internation-
al as well as national syndication.
Here you have the combination of
good music's universal appeal and
the magic of such great names as
Reiner, Fiedler, Barlow, Kostelantez,
Barbirolli, Beecham and a score of
others distinguished in the field.
(Please turn to page 53)

SPONSOR

10 OCTOBER 1960

1960 ARB COVERAGE STUDY PROVES WRAL-TV's

©©EflDIMHiDGHB

Yes, WRAL-TV is your biggest sales picture
in the Raleigh-Durham area with top daytime-
nighttime audience from sign-on to sign-off.

I960 ARB COVERAGE STUDY

WEEKLY AUDIENCE CIRCULATION

TV HOMES
DAYTIME
NIGHTTIME
TOTAL

WRAL-TV
166,100
229,600
240,100

STATION B
152,500
21 1,300
228,200

DAILY AUDIENCE CIRCULATION

TV HOMES
DAYTIME

NIGHTTIME
TOTAL

WRAL-TV
108,800
144,500
169,800

STATION B
101,300
132,100
156,700

NUMBER OF COUNTIES IN COVERAGE AREA
WRAL-TV STATION B

48 42

ARB 1960 Television Coverage
Study places WRAL-TV FIRST in
every category. This is your number
one time buy in North Carolina's
second largest market.

• NBC Programming • ABC Features

• Local Color Film and Slides

• Ampex Video Tape Recorder

• 4 Camera Mobile Unit

• Top Talent

rsB

AFFILIATE

Represented by:

***H-R Television Inc.

SPONSOR • 10 OCTOBER 1960

WR A L

RALEIGH, NORTH CAROLINA

ESQUIRE

{Continued from page 33 )
on two CBS shows: the 1960 initial
showing of Person-to-Person and Eye
Witness. Esquire will continue to sell
its five product line on Witness and
the CBS interview -panel show. Face
the Nation for the rest of the season.
\-ide from the matter of prestige
other reasons went into the change-
over: it was felt that after more than
two years the time was right to go
after the audiences in prime hours.
In addition — the shows themselves —
Eye Witness, Face the Nation, at-

tracted sponsorship — MW&S men told
SPONSOR.

After carefully screening "hun-
dreds of tv properties," these shows
beckoned as good advertising vehi-
cles. The Person-to-Person opening
show which was devoted to a full
half-hour visit with Senator Kennedy
and his wife, was a strong opening
for the fall 1960 campaign introduc-
ing Esquire's newest odorless product.

A new 10-second radio jingle I.D.
in the top 15 markets will bolster the
tv campaign. The six-week radio
push, which also broke last week.

For every 10 cars in the Indian-
apolis Trading Area . . . there are
13 in its Satellite Markets.

Call us . . . find out why this big
.Mid-Indiana television market is
different!

Where else will you find satellite
markets that are 15% richer and 30%
bigger than the metropolitan trading
zone itself ... or such a widespread area
covered by just owstation with no over-
lapping basic affiliates of the same net-
work!

WFBM-TV Aomimtes Mid-Indi-
ana, because it is the only basic NBC
outlet penetrating this market. K.C.S.
No. 3 confirms these facts . . . and we'll
back this up with county-by-county
retail sales figures for market planning.
Let us show you how to test regional
marketing ideas with amazing results.

America's 15 th TV Market

S° W-° ° Indianapolis — Major retail
area for 18 richer-than-average counties
1,000,000 population— 350,600 families with
90% television ownership!

)••* 11 Satellites — Each market
within WFBM-TV's verified coverage . . .
Marion • Anderson • xMuncie • Blooming-
ton • Vincennes • Terre Haute • Lafayette
• Danville, Illinois • Peru • Logansport •
Kokomo.
Represented Nationally by the KATZ agency

calls for up to 80 announcements a
week. It will be used to introduce
the odorless boot polish.

The Esquire campaign will also hit
Canada with one-minute tv commer-
cials in eight markets.

Esquire's return to night net also
heralded a "first" for the company.
In an effort to reach and acquaint
food brokers in the 85 key markets
as well as company sales people with
a completely new line of Knomark
products, a 15-minute-personal-touch
pep talk was taped by Knomark pres-
ident Irving J. Bottner, for distribu-
tion.

The innovation here, was the use of
tape, which brought the cost down to
an approximate one-eighth of the
cost of filming for a comparable seg-
ment. The idea — the agency's — was
born with the taping of a new song-
and-dance commercial to introduce
No-Odor Boot Polish.

Against an already established stu-
dio set, and with equipment set up
for the commercial taping, Bottner in
a natural manner, explained (and
showed) the new line of Esquire
products. Film transfers will be made
and dispatched to brokers for use in
regional meetings across the country.

To assure utilization of the tape
talk. MW&S worked with Esquire's
ad manager Lionel Braun to develop
a series of night letters.

( The first regional broker-salesman
meeting featuring the Knomark presi-
dent's taped talk was held in Chicago,
last weekend — 8 October.)

The new Boot Polish commer-
cial represents a fresh new approach
in commercials for Knomark. In keep-
ing with the concept of a new shoe
polishing product, a song-and-dance
commercial incorporating a catchy
tune and spirited lyrics was designed
by the MW&S creative team headed
by senior v. p. and account supervisor
Lockman and comprised of Jeanne
Harrison, executive tv/radio producer
and v.p., and copy chief Al P. Berger.

A bit of irony centers around the
second commercial idea which re-
volved around a pantomime routine,
featuring facial expressions drama-
tizing the jingle telling that no un-
pleasant odor can be detected in the
new polish. Looking for a good panto-
mimist with an appealing quality, the
agencv creative team considered

Jimmy Savo — and days after that
idea was discarded in favor of the
dancing commercial — He died. ^

SPONSOR • 10 OCTOBER 1960

MEXICAN TV

{Continued from page 41)

be shown prior to late evening hours,
at a risk of a 50,000 peso fine ($4,-
000 U. S.).

Copy restrictions are imposed on
products which relate to health or
well-being. No competitive claims may
be made unless the government health
board considers them to be fully justi-
fiable based on laboratory testing.
For many products, therefore, the
challenge to move goods can be met
only by the advertising agency's crea-
tive ability. Ad presentation, rather
than product characteristics becomes
the catalyst for increased sales.

Although there are many branch
offices of major U.S. agencies in Mex-
ico City, Noble Advertising, a local
agency, is considered the "hottest"
currently and in a dead heat with the
Mexico City branch of McCann-Erick-
son for top honors.

Founded in 1951 by Edward J.
Noble, Noble Advertising enjoys a
list of clients that would make many
a U.S. agency envious. Among the
more familiar "American" clients on
the Noble list are: Procter & Gam-
ble, Carnation, Admiral, Du Pont,
Kimberly-Clark, KLM Airlines, Min-
nesota Mining, Standard Brands, Rev-
Ion, Mennen, Beech-Nut, Corn Prod-
ucts, Brylcreem, U.S. Rubber, Vick
Chemical, Allstate Insurance, Mohawk
Rugs, Noxzema and Warner-Lambert.
Billings are over $4 million (U.S.).

Forty percent of Noble's ad money
is placed in radio, but the agency is
currently spending more money in tv
than all other Mexico City agencies
combined.

The heart of Noble's television em-
phasis is a unique use of the medium
developed after a thorough analysis
of the more usual forms of utilizing
tv. Early this year, Noble closed a
deal with Telesistema which includes
over five hours of broadcast time
daily over the three local Azcarraga
stations. Such a bulk purchase of
broadcast time is now being utilized
by Noble to advertise its 50 brand
names. In this manner, the agency is
able to obtain program association at
the cost of straight spot advertising.

Another departure from U.S. stand-
ards is Noble's approach to the use
of television in advertising a personal
women's product. Hal Greenfader, a
26-year-old Long Islander, is account
executive on the Kimberly-Clark ac-
count, which is using television for

SPONSOR • 10 OCTOBER 1960

the first time anywhere in the world
to advertise its Kotex product. Green-
fader reports no adverse public reac-
tion to the campaign which utilizes
the mother-daughter relationship with
virtually no "sell" involved. The
product enjoys a 70% share of all
sales in its category in Mexico.

So far as tv in general is con-
cerned, Mexico appears to be a coun-
try of conflicts. On the one hand,
there abounds creativity at both the
agency and station level, but a rigid
television situation may prevent this
country from matching the rapid ex-
pansion as it appears to be develop-
ing in other countries south of the
border, with U.S. technical, financial
and programing assistance.

More and more U.S. businessmen
are eyeing Latin America as a grow-
ing market for goods and services.
Not the least interested are the U.S.
advertising and broadcasting leaders.

ABC's newly formed International
Division has announced the formation
of networks in Central America and
Venezuela and has just moved into
Ecuador. CBS has just tied up with
Goar Mestre (the Cuban broadcasting
tycoon ousted by Fidel Castro) in
Argentina. ^

BEST WAY TO EMBRACE THE NEW YORK
NEGRO COMMUNITY...

When it comes to reaching the enor-
mous Negro Community of greater New
York, time buyers sum up their strat-
egy in three little words: "LIB IT UP"
The reasons are simple. Whether you
sell a LIBation or appeal to the LIBido
only WLIB can do-
the effective job.

we eneuuve juu. a -,-

Hotel Theresa, 125th Street & 7th Avenue. New York 27, N. Y,

EMBRACES THE ENTIRE
NEGRO MARKET IN GREATER NEW YORK

MILWAUKEE? NEW HAVEN?

NO,

KNOE-LAND

(embracing industrial, progressive North Louisiana, South Arkansas,
West Mississippi)

JUST LOOK AT THIS MARKET DATA

Population 1,520.100 Drug Sales $ 40.355,000

Households 423,600 Automotive Sales $ 299.539.000

Consumer Spendable Income General Merchandise $ 148.789.000

$1,761,169,000 Total Retail Sales $1,286,255,000
Food Sales $ 300.486,000

KNOE-TV AVERAGES 79.1% SHARE OF AUDIENCE

According to March 1960 ARB wc average 79.1% share of audience from
9 a.m. to midnight, 7 days a week.

KNOE-TV

CBS • ABC
A James A. Noe Station

Channel 8
Monroe, Louisiana

Represented by

H-R Television, Inc.

Photo: International Paper Company's Natchez Mill. Natchez, Uistissippi, which pred-uces
dissolving and paper pulp.

WJBK-
IS

DETROIT

the STORE R station
backed by 33 years of
responsible broadcasting

SPOT TV

[Continued from page 30)

and subtracted some others you'd
have a whole new schedule anyway."

Still another marketing Factor was
cited by Kemp of Compton: "The
fact of life in spot buying is that it's
not often you'd have a client stand-
ing by to pick up a spot at the pre-
cise time another account dropped
it." Another adman elaborated: "An
advertiser isn't going to kill a sched-
ule he's running with and pick up
some quick spot, even if he were per-
mitted to!"

Reps agree there is often a backlog
of orders because of client's clamor
for top spots in the top markets — the
top markets being, in most cases, the
largest 10 to 25 metropolitan areas.
Because these are the population cen-
ters in which the greatest proportion
of the national mass market is con-
centrated, these areas are "must buys"
for any national marketer. But even
in these "tight"' markets prime spots
are available if advertisers and agen-
cies wait their turn and or get their
orders placed in reasonable advance
of air time.

Jack Mohler. eastern sales mana-
ger of Television Advertising Repre-
sentatives, makes the point that "All
reps are interested in broadening the

ise of spot tv. We don't want more
and more business from fewer and
fewer clients." He noted that his
firm in its first year of operation
showed 20"7 of its billings coming
from agencies or advertisers with
whom the stations had never previ-
ously done business. He suspects that
charges of close-out and freeze come
from two sources : (1) agencies them-
selves, and i 2 i competitive media.

Why agencies'? Because, says
Mohler. "Spot tv is admittedly com-
plicated and hard to buy. It requires
a lot of people — and good people.
Larger agencies have bigger media
departments and are more geared to
buying this kind of tv. Many small
agencies are on the defensive about
spot: thev don't know how to use it
or thev don't want to because of the
cost, and they use as an excuse to
their accounts that 'it's impossible to
get good time slots in spot." "

Denninger of Blair-TV concurs.
noting that "This is a perfect excuse
for the agency. The agency doesn't
make more money immediately, be-
cause of the cost of personnel and

operations, hut in the long run main
an agency has made more money than
it ever dreamed of by using spot tv."
He cited Lestoil. again, as a case in
point.

\> hy do competitive media take
swipes at sp<.t t\ ?

"For the obvious reasons!"' said
one media v. p. at a major agency.
"They know they have a technical
advantage, particularly in newspapers
and print, because they are easier and
simpler to buv." But he agreed with
several admen who think the anti-spot
tv changes come largely from agency-
people who "don't want to be both-
ered with it. don't know how to buy-
it or want to take the easy media
way. To do this, thev must have
a defense for the client."

No advertiser uses only tv an-
nouncements during prime times: cli-
ents want a balance in their effort as
well as the advantage of frequency
discounts. This is why anv sharp
buyer who knows what his client
needs, who knows markets and the
intricacies of buying, can come up
with a fine schedule at almost any-
time. So say the representatives.

Media pros agree, but they think

STATEMENT REQUIRED BY THE ACT OF
AUGUST 24. 1012. AS AMENDED BY THE
ACTS OF MARCH 3. .: -.J AND JULY 2. 194«
"Title 39. United States Code. Section 233)

showing t;;:- nagement

AND CIRCULATION OF

sponsor published weekly at Baltimore. Mary-

editor, managing

roneck. New Y'ork.

Executive Ediu

e President: Bern

New York.

: SPONSOR Publications Inc..

Mamaronck. N. Y. ; Elaine C.

Glenn. Mamaroneck, N. Y. ; Ben Strouse. Balti-
more, lid.; Ruth K. Strouse. Baltimore. *'"
William O Neil. Cleveland. Obi< "
""ashington.

: Henry J. Kauf-

. .. Bloom. New York.
: Pauline H Poprele. New York.

Judge M S Kronheim. Washington. D. C
man Reed. Washington. D. C : Ade'.e Le
Washington. D. C. : J. P. Williams. Daytoi
.lerome Saks. Washington.
Koste. Hawthorne. " "~

. Catherine E.
B Wolf. Wash-
ington. D. C. : Bernrad Piatt. Rye. N. Y.

bondholders, mortgagees, and
s owning or holding 1 percent

r more of total i

4. Paragraphs 2 a

also the statements L

the affiants full knowledge and t

me of the person
i paragraphs show

s of the company a

of t!i i> ;>jMi<-ation sold o
mails or otherwise, to paid subscribers during t
12 months preceding the date shown above wi
9110. (This information is required f—
weekly, semiweek 1

SEAL: Laura Oken

10 OCTOBER 1960

VGENCY WEBS

Continued from page 35)

nd regional meetings. These are
onsidered by many to be the most
mportant function of the network.
\t these meetings, members can dis-
uss problems, make suggestions,
ffer campaign ideas, ask questions
nd generally learn what's happening
I other markets. They also exchange
ase histories, operating statements
nd client lists. The meetings are
sually very well attended. N.A.A.N.
'lakes attendance compulsory, and
harges absentees for their share of
i'ie expense pool.

In addition to N.A.A.N., F.A.A.G.,
II.A.A.N., and T.A.A.N., there are
ational Federation of Advertising
jgencies, Affiliated Advertising agen-
Network and Continental Adver-
ting Agency Network.
Generally, networks seek medium-
zed agencies with good credit and
I ill staffs as new members. Members
■e usually selected by invitation. In
1 cases, prospective members must
tend at least one regional or nation-
meeting, to meet affiliates, learn
>out the operation, and present his
asons for thinking he is a qualified
indidate.

The first cooperative group of in-
TJendent advertising agencies was
:gun by A. J. Izzard and William
orsley in Seattle in 1926. The first
today's networks, F.A.A.G., was
[unded by Lynn W. Ellis in 1928.
',2 is generally considered the father
I the agency network concept. Ellis,

ONSOR • 10 OCTOBER 1960

who at one time was a vice president
and director of H. K. McCann Co.,
and in his later years (he died in
Sept. 1959) was an advertising agen-
cy consultant, also was instrumental
in starting C.A.A.N. and N.A.A.N.
both in 1932. His Ellis Plan Foun-
dation consultancy operation is being
carried on in Westport, Conn., by his
wife, Mary Ellis.

What is the outlook for agency
networks? "Better than ever," said
N.A.A.N. exec, secretary Oakleigh R.
French. "As the demand grows for
complete marketing service, network
membership becomes more valuable,"
he said.

"A small or medium sized agency
can't operate without network affilia-
tion," opined Allan J. Copeland of
M.A.A.N. "The average small agencv
has nothing to sell on its own but
personality," he said. Another
N.A.A.N. spokesman felt his net-
work's marketing pattern, "is creat-
ing a whole new marketing device
that will no doubt be emulated." The
outlook is "excellent" he said, "with
more and more agencies becoming
qualified through network affiliation,
to handle clients they wouldn't have
dreamed of tackling 10 years ago."

As Ben Reiss put it: "During the
next decade great emphasis will be
placed on generating marketing effi-
ciencies. As all sales are local sales
the need for spot professional market-
ing assistance at the focal point,
where sales are made, will rapidly in-
crease. As darn few- agencies can
afford local office services in all im-
portant marketing centers, networks
must obviouslv grow to fill the need
... as demand for market efficiency
grows, coverage will be needed in
many more than the Top 10 or 20
markets," he said.

There is also a growing optimism
that larger agencies will be elected to
networks in the next few years, and
network agencies will concentrate on
larger and more profitable accounts.
"After all," an A.A.A.F. spokesman
told sponsor, "an agency network
offers one thing that major large
agencies can't boast of in all branch
markets: fully staffed self-contained
agencies. Too many large agencies
merely have service offices in very
important markets." Another net-
work booster exclaimed: "There s no
doubt. We're a definite threat to the
majors."' ^

INTRODUCING THE NEW

DM-EAST

HOTEL

39th St., East of Lexington Ave.

NEW YORK

Robert Sarason, General Manager
ORegon 9-3900

SPOT

AND
SPONSOR

HAVE

A LOT

IN COMMON

BIG MOVIES
+B IG AUDIENCE

BIG SALES!

waga

CALL KATZ

tv
S

the STORER station

backed by 33 years of

responsible broadcasting

TV EXECS

[Continued from page 31)

and here the important thing is judg-
ment. Daytime tv is more often a
media buy. more often bought on a
numbers basis."

For some other agencies, daytime
network tv is the last outpost of out-
and-out agency production of pro-
grams. Just about all of the CBS day-
time serials, for example, are pro-
duced by Young & Rubicam, Leo
Burnett. Benton & Bowles and Comp-
ton.

A J. Walter Thompson spokesman,
however, conceded nothing to the ero-
sion of the agencyman's position, de-
claring that "the role of the program-
ing executive is more significant than
ever. He has to have the ability to
influence program content without
the power of production.

"We all recognize that control now
rests outside of the agencies. But
the client looks to the agency to rep-
resent him in seeing that a show re-
mains the best possible buv for that
client. And the sponsors backing is
still the great force in this business."

The ability of an agency to influ-
ence creative decisions, he agreed, de-
creases proportionately with the de-
crease in its share of sponsorship —
"if for nothing else than in the inter-
est of sanity." With scatter plans or
spot carriers, "the premium is on
judgment as to what shows go on.

"If it's the considered judgment of
the JWT programing department that
the best way to spend a client's dol-
lars is through a spot carrier, media
will, of course, be a party to that de-
cision."

The programing v. p. at one of the
top tv- using agencies discussed
the "influence" of the agency more
specifically. "Look, if there is any-
thing in a show that pertains to the
sponsor's business," he said, "the
agency is going to have some sort of
veto power whether major control of
the show rests with the packager or
a network. If my client sells peanut
butter and the script calls for a guy to
be poisoned eating a peanut butter
sandwich, vou can bet we're going to
switch that poison to a martini.

"On any controversial issue, we'll
throw our weight any way we can."
he stated. "After all. we're frying to
sell something to all groups of people,
and although it mav make writers and

producers of entertainment and dra
ma shows scream at times, we have
to have certain conditions in our fa
vor when we put up the money.'

Beyond these questions of sponsoi
self-interest, and any questions ol
taste, "the agency wields influence t<
the extent that the agency can show
it is being constructive."

The networks have little quarrel
with the agencies' appraisal of theii
"constructive influence." As Thoma:
\^ . Moore, v.p. in charge of program-
ing at ABC TV, put it, "Thev are. oi
course, watchdogs for the advertisers'
interests. But they are also of greal
value in making creative suggestion?
which mav lead to the success of a
program.

"Thev do not have the final sav
but their ideas in developing a ne\i
show and strengthening it while the
series is in progress are many time:
beneficial." he conceded.

NBC's David Lew concurred, calli
ins: network-agencv relations "amicai
ble in the main." He charged thai
"too often a writer iumDS on or*
controversy and it gets blown up to
look li^e we are always fending ovei
'control.' On the contrary." Lew saidi
"we believe that the agency person
nel's intentions are constructive. W«
have — for all of the tremendous
amount of tv participation bv agem
cies — very few critical problems

"Most of their comment is mean]
to be constructive, and the a^eno
executive is usually well trained anc
a very good interpreter back to hij
management of show business probj
lems — a sort of charsre (Taftairei
When, however, strong differences i
opinion occur, the network must 1
the arbiter between the producer, al
vertising agency, and client, becau-
we bear the responsibility for what
on the air.

"Agencvmen, not onlv in tv d<
partments, ma^e substantial contribi
tions to attitudes in programing
their interests penerallv are naralle
to ours. But." Lew warned, "if t
is ever to mature to all of its poter
tial. greater perception on t"e part c
the advertisers and their agencies i
needed. I see an emergence of thi
in better utilization of the medmm b
sponsors in the area of puMic affairs

CBS lets President Frank Stanton
statements before the FCC last wii
ter stand as its policy in dealing w'tl

SPONSOR • 10 OCTOBEK 1954

the agency programing chief. Stan-
ton's stand was in general agreement
.with the NBC and ABC positions,
with stress on a "hands off" public
affairs shows and strict limits to
agency participation in drama shows.
In the final analysis, it would seem
that the agency tv executive's influ-
ence is in direct proportion to his
own standing, background and skill.
"The degree of contribution is," as
ABC's Moore noted, "dependent en-
tirely on the individual and the re-
spect that he commands in the indus-
try."

[ Who, then, is best suited to be an
agency programing executive? As
the man filling such a post at one of
:he Top Five tv-billing agencies told
SPONSOR, "You need a guy who
foesn't exist!

; He must be able to evaluate scripts
as to drama, storv content and reso-
utions. He should know music and
arietv; performers and writers. He
hould know statistics and ratings.
He should be an administrator, execu-
ive. salesman, p.r. man, and a natural
dealing with others both within
f ind outside of the agencv."

He then added one more comment
n the desired attributes of a good
igencv tv exec: "He should love his
msiness — and have a good hea'thv
tomach." ^

newsreels, sports or humorous film
clips can be made by any station that
has access to a specific film library.
The off-beat kind of programs such
as women's featurettes and courtroom
melodramas, can be produced by the
larger market stations.

Basically, the concept must have
broad appeal and the execution must
be of the highest professional quality.

Josl Chaseman, program manager,

WJZ-TV, Baltimore

Pick a problem of interest to all

parts of the country. Feature a fa-

iPONSOR ASKS

Continued from page 46)

A program for pre-school children.
r ke our Treetop House, has national
ppeal and is being considered for
Vndication because nursery and pre-
':hool concepts are generic.

Sports such as bowling, golf, and
nnis have fair universal appeal but
sed a strong "star" element to be
ationally successful. Team sports
ich as baseball, basketball, and foot-
ball, for the most part, have more
:gional and local appeal plus an all-
laportant time element. They are
lost acceptable on either a live or
i almost immediate playback basis.
| Discussion shows can be geared for
litional audiences by simply booking
jlebrities and carefully choosing
lpi:s of broad interest, but here the
leal moderator usually stands a
letter chance of gaining audience.

ie same is true of panel shows and
iiizzes.

Short program elements such as

ONSOR • 10 OCTOBER 1960

mous performer, writer, host, or offi-
cial dignitary. Tape on location in
exotic, beautiful or little-photographed
places. Discuss your topic, expose
some need or offer diversion in gen-
eral terms or human appeal common
to everyone. And keep the cost at-
tractively low in relation to the aver-
age station's limited programing
budget.

Public service programing lends it-
self most easily and appropriately.
The pure entertainment show (except
for the children's show) when pro-
duced locally is usually, and rightly,

ONE-HOUR PROGRAM (MARCH ARB) ASSURE i
KTVE-TV 'AIR-CONDITIONED" AUDIENCE.

PHILADELPHIA

v • • • • •

WIBG

The finest families in Phil-
adelphia listen to WIBG.
First in quantity, quality
and on-the-air audiences,
according to the latest Pulse
and Hooper. • CALL KATZ

the
STORER

station backed

by 33 years

of responsible

broadcasting

clotted with local references and
geared to the local taste, but a public
service show, if conceived along en-
tertainment lines rather than dusty
cliche formats, more often than not
has built-in appeal for all markets.
Our Baltimore viewers have recent-
ly seen a KYW-TV, Cleveland-pro-
duced discussion of the steel strike,
a KPIX, San Francisco, performance
of Ernest Bloch's "Sacred Service,"
and a WBZ-TV. Boston, exclusive in-
terview with East German Premier
I Ibricht. Viewers in those and other

The public
service slant,
conceived dra-
matically, is
marketable
everywhere

cities saw a platform debate on the
railroad featherbedding issue between
union and management, and will
shortly see a documentary called The
Wild Ponies of Chincoteague, both
produced by WJZ-TV.

In all these cases, the show was
conceived for one station in answer
to one station's needs. It had fitness
and legitmacy in those terms first,
with thoughts of syndication or na-
tional appeal second. It was precise-
ly because these programs were con-
ceived by an individual station and
appropriate for an individual station
that they proved fine for viewing
elsewhere. Of course, each subject
matter was of general as well as local
interest.

National exposure must not be an
end in itself. But stations and the
communities they serve benefit when
locally inspired stanzas have that na-
tional or international appeal which
comes from an exciting subject—
whether person, place or problem.

Edward L. Doyle, program manager.
WNDUTV, South Bend, Indiana

Producing a local program on tv
for national syndication calls for an
approach similar to that of the syn-
dicated film producer and the news-
paper columnist who must find the
gem of an idea which, when put to
the test, will stand the strain of coast-
to-coast exposure and leave the audi-
ence eager for more of the same.

"Universal Appeal" is the key
phrase; an ambition "devoutly to be

wished" but devilishlv hard to come
by.

The great temptation on the part
of the local producer is to seize upon
an idea that has had great success in
his own market, as for example a
public service offering, and expect it
to be equally well received in other
markets whether near or far away.
Once the product is in the mail, it
leaves its local identity behind and
must survive the scrutiny of a for-
eign market solely on the strength
of its universal appeal.

Your local symphony will please
the local market, but put it into syn-
dication against the symphonic or-
chestras from Chicago, Boston, New
York and a few other major cities,
and you won't sell it beyond the city
limits.

You would expect stations in the
major markets to have a large quan-
tity of possible script material for
video tape syndication. However, the
local station producer may very well
have persons or events in his market
that have potential universal appeal.
In South Bend, for example, we have
Notre Dame football, a natural for
svndication. Our close association
with the University of Notre Dame

Local programs
usually unsale-
able unless
names, themes
have national

has prompted us to plan a syndicated
video tape series featuring some of
the outstanding scholars at the Uni-
versity. The University drama de-
partment might cooperate in produc-
ing scenes from famous plays.

Probably a good rule of thumb for
the local producer of syndicated video
tape programs is to go at it with al
the energy, creative imagination
and sound business sense he uses ii
producing his local programs, bear
ing in mind that his potential audi
ence has expanded to many times nor
mal. They have no interest in wha
your local mayor thinks, and thej
will like your show if you strike th<
right comon denominator in terms o:
content.

Dress the program to be visuall)
appealing and don't forget the higl
cost of shipping when you plan th<
budget. #

SPONSOR • 10 OCTOBER 196(1

GREATEST

ACTIVITY

IS IN THE
CENTER

Are you keying your marketing activities to the greatest area

of richness and development in the nation?

This area is the eight-state region of the Southwest,

based upon the facts of economic and industrial expansion, coupled

with availability and high caliber of labor.

And the Greater Oklahoma City Market is right in the center.

Thus, there is another important factor that is compounding the industrial

and economic development of the Greater Oklahoma City Market.

It is the importance of Oklahoma City as a center of distribution!

WKY RADIO AND TELEVISION, as prime communicators

in a coverage area of 56 counties, is closely allied to the distribution of

products to people enriched by the market's great

and growing advantages.

zing on
Geographical
Good Fortune!

Distribution is an important industry in Greater Oklahoma City. Whether
products are manufactured elsewhere, or here, they find their way to whole-
salers, retailers and consumers more easily and more economically than almost
any other market anywhere in the nation. A look at the map will explain why.
Oklahoma City is practically equidistant to everywhere!

FACTS:

The distribution industry employs about 40,000 people in the Greater
Oklahoma City market.

The market is served by 1 1 railroads, 5 airlines, 44 motor freight carriers.

The market is the hub of the federal interstate highway system. Two
main highways from the East Coast come together near here to form the
one main highway to the West Coast. Crossing this route is the main highway
from Canada and the Great Lakes, to Mexico.

The excellence of distribution benefits the marketer of products in
several ways. First, of course, the distribution industry has a big payroll,
pouring money into the hands of people you want to sell.

In addition, you can get your products through the distribution channel
to your Oklahoma customers more easily, and in most cases, more
economically.

More customers . . . with more dollars . . . reached more easily. And
reached more effectively through use of WKY RADIO AND TELEVISION, the
prime communicators in the market. Another of the "reasons why" is
on page 4.

One of many new traffi^B

£ ' '."

■

We are the prime communicators to over half of
Oklahoma. You cover 56 counties on WKY RADIO
...54 counties on WKY-TV.

This is more than just coverage. Because in these
counties, people look toward us as the center of com-
munication, entertainment, news, weather . . . and

commercial information.

Naturally, we're dominant in the Greater Oklahoma
City market itself, or we couldn't afford to be selling
the market. We'd have to talk about the stations.

But outside of Oklahoma City, there's a rich area
of prosperous, growing communities with names like
Shawnee, Seminole, Duncan, El Reno, Enid, Chicka-
sha. And each of these towns is closer by minutes to
Oklahoma City than the Battery is to the Bronx!

Best of all, they watch WKY-TV and listen to
WKY RADIO. They always have, because we were
first on the air . . . and haven't stopped running ahead
since! So, you're only a split second away from able-
to-buy customers in 56 counties, when you're on the
air with us. That's why we're . . . GOOD STATIONS
ON WHICH TO DO MORE BUSINESS.

RADIO and TELEVISION

OKLAHOMA CITY

The WKY Television Sy
WTVT, Tampa- St. Peter
Represented by The Ka

What's happening in U. S. Government
that affects sponsors, agencies, stations

+■ WASHINGTON WEEK

10 OCTOBER I960 The FCC continues to toughen up: it has challenged two more stations on num-

sponsor The Commission has made it official that licenses will be granted for less than the usual

publications inc. three-year period when there are questions about station operation.

Action on license periods, by itself, was little more than routine. During the time the FCC
was considering this change in its rules, Congress enacted a bill stressing the right of the Com-
mission to issue licenses and renewals for shorter periods than three years. Legislative history
was made to show that Congress intended this authority to be used where there exists a question
as to whether a station is operating in the public interest.

However, the fact that the FCC was acting before Congress did has considerable signifi-
cance, as does the fact that the Commission shows every intention of using this power in
the future. Perhaps frequently.

The two stations challenged most recently were radio station, WAVZ in New Haven, Conn.,
and KORD in Pasco, Wash.

WAVZ was hit with a 309 (b) letter because it carried more spots than had been indi-
cated in its last bid for a license. KORD got caught for the same thing, and also because its
general programing was not as promised.

Significance of this step is in the fact that the decision to act was so hard fought.
Chairman Ford and commissioners Bartley, Lee and Cross barely outvoted Craven (who called
it censorship), Hyde and King.

The Association of Maximum Service Telecasters stood almost alone against the
dropping in at less than present minimum mileage separations of new stations: the
FCC has proposed to do so in major markets now having less than three vhf outlets.

ABC, which authored the original plan, was all for the FCC's modified proposal. CBS
and NBC were for it, if the FCC would name specific markets and "open the doors" with a
willingness to listen to applications for new vhf assignments on a "case by case" basis.

Arguments for and against, otherwise, followed the well-worn paths. AMST said people
living between stations would lose service because of added interference. ABC said
third stations are needed in many markets to even up competition between net-
works.

AMST said also sponsors would be taking some money out of tv and putting it
into other media when they found interference was losing tv coverage.

Theater owners were slapped down on two counts, as the FCC set 24-28 October
hearing dates on the RKO General Hartford, Conn., pay-tv application.

There have been opposite interpretations based on the fact that Hartford area exhibitors
were permitted to come in as "equal parties." However, the fact is that the FCC felt itself
powerless to keep them out because of the Appeals Court decision holding Philco a "party
in interest" in connection with the renewal of NBC's Philadelphia radio-tv licenses.

This decision held that the FCC must hear allegations of economic injury because of the
granting of a Ucense. The theater owners made such allegations.

With the reason for the FCC's letting the exhibitors in back in focus, the order for the
hearings makes it pretty clear the commission is not backing down on its determina-
tion to have pay-tv trials.

)NSOR • 10 OCTOBER I960

Significant news, trends in

• Film • Syndication

• Tape • Commercials

SPONSOR
UBLICATIONS INC.

FILM-SCOPE

10 OCTOBER i960 What does NBC have in mind for its film arm, CNP?

level NBC veterans to key posts at CNP recently.

Following hard on the heels of Alfred Stern's election as board chairman of CNP came
Stern's appointment this week of Carl Lindemann, Jr., as CNP's programs v. p.

Added to CNP president Earl Rettig and v.p. and general manager Herbert Schlosser, two
earlier NBC veterans who went to CNP, the two latest NBC-to-CNP migrations put CNP in a
unique situation in the field today.

No other film subsidiary has been so thoroughly saturated from above by former
executives of its parent company — much to the astonishment of CNP's competitors.

Some insiders thought that NBC was bolstering CNP for a healthy upswing of syndication
activity, but some trade observers wondered whether NBC wasn't merely getting firmer con-
trol for cross-corporate reasons, which have nothing to do with tv film business.

Latest regional advertisers to use syndication is American Hardware & Supply
Company (Sykes Adv.) which will sponsor NTA's Assignment Underwater.

Regional deal, presently for five markets, could expand to 20; initial markets are Pitts-
burgh, Rochester, Buffalo, Huntington-Charleston, and Harrisburg.

Retail hardware dealers cooperating in the campaign may add stations in Ohio,
Maryland, and Virginia.

ABC Films has entered into a program agreement with Herts-Lion Interna-
tional to distribute tw r o new shows, Famous Ghost Stories and The Inquisition.

The former stars Vincent Price in a 39-episode series designed for network sale and is , I
said to feature $7,000 worth of visible ghost special effects; latter series is a five-minute i
interview format depicting infamous people in history and may run to 200 episodes.

MCA negotiated the Studebaker-Filmways national spot deal for Mr. Wilbur &\ i
Ed but it won't handle the time clearances.

Although the show was bought for Lark dealers, D'Arcy will clear the time even if that;
means paying national instead of local rates.

Ziv-UA's Sea Hunt will match Highway Patrol in longevity — four seasons.

Making third renewals for their fourth consecutive season of sponsorship are Standard:
Oil of California (BBDO) in 20 markets and Bristol-Myers (DCS&S) in New York City.

Incidentally, Bristol-Myers will advance from alternate to full sponsorship, afterf
three seasons of sharing the show with Sun Oil.

There are several syndication counterparts of the network Christmas feature
film spectacular such as MGM's Wizard of Oz on CBS TV.

Coming up for their fourth season as Christmas specials are feature films such as UAAs
Christmas Carol and Emperor's Nightingale, offered in color on local stations.

60 SPONSOR • 10 OCTOBER I960

FILM-SCOPE continued

Syndicators are still proceeding with the utmost caution on new product.

The FCC ruling on option time — despite all its favorable implications for syndication —
has made virtually no difference to the industry to date.

Ziv-UA, for example, this week went back two seasons and into the former United Artists
TV inventory for Miami Undercover as its latest syndication release.

The Ziv-UA move, coming as the first program announcement after the FCC's ruling,
symbolized the extreme business prudence still guiding syndication men today.

Quite a few of MCA's film executives have reached their posts by coming up
through the ranks step by step.

Besides long-time MCA veterans such as Lou Friedland in New York, Bob Greenberg in
Los Angeles, and DeArv Barton in Cleveland, here are five men who recently reached
their present jobs by promotions from within:

NAME PRESENT POST FORMER POST

Hal Golden v.p., dir. sales Chicago & Buffalo salesman

Frank Brill N. Y. v.p. N. Y. salesman

Phil Conway N. Y. sales Cleveland sales

Ernie Montgomery eastern supr. Detroit salesman

John Cameron chg. Minn. terr. Baltimore salesman

But exceptions to MCA's promote-from-within policy include MCA-TV's chief, Dave Sut-
ton, who came from CBS, and a host of ex-UTP salesmen and managers MCA acquired when it
absorbed that company six years ago.

A defender of the stand-up, hard-sell demonstration commercial spoke out in
Nashville last week before the AWRT.

Walter Collins, radio/tv production director of Fitzgerald Advertising of New Orleans,
defended the stand-up demonstration thus: "If there is something to say and it's believable —
say it. The straight announcer pitch works — it has been working for years and will con-
tinue to work."

Internal agency politics are giving tape commercials producers a serious head-
ache.

The problem, in a nutshell, is said to be this: film-oriented agency producers aren't
familiar with studio techniques of live or tape commercials and would rather reject
the possibility of tape in some cases than expose their inexperience.

Hence, to sell tape, producers have sometimes gone over the production depart-
ment's head or have gone right to the client, creating bitterness if not outright black-
listing. Some agency managements concerned over possible repercussions from clients, are
probing for a solution to this situation.

Syndicated commercials for regional advertisers are still being used by those
who don't want to pay for their own commercial production.

Fred Niles Productions of Chicago, for example, is handling syndicated packaged meat
commercials, as well as syndicated tv spots for banks, beverages, dairies, rug cleaners, savings
and loan organizations.

Commercials producers are getting that big yen to break into program produc-
tion.

Since Filmways' graduation to program production status, other commercials producers
have been asking why they can't turn the trick too and move up from one-minute into 30-
minute production. Watch for others to try it in the near future.

• 10 OCTOBER 1960 61

A round-up of trade talk,
trends and tips for admen

*» SPONSOR HEARS

10 OCTOBER i960 McCann-Erickson has just administered another stiff hypo to its Operation Thrust,

cwriiht i960 whose primary message is this: let's get going on new business.

•PONsop The manpowering; adding four men to work on nothing but this project and channeling

publications inc. into it much time by several top level people.

CBS TV is taking a hard look at the Doug Edwards show with a view to doing
something to perk up the news strip and give it a change of dress.

Actuating the activity : (1) the Edwards ratings could stand a hypo; (2) in contrast, NBC's
Brinkley-Huntley combination have come up a long way, taking a bit of the shine off the
CBS pride and joy.

NBC TV has backed away from at least one tradition this fall : it isn't hosting iti
new shows with cocktail parties for the critics and columnists.

Says the network: it decided that the money could be spent elsewhere; if interviews with
stars are wanted, they can be had via personal tete-a-tetes.

Reports grow that one of the giant broadcast organizations is due for a grand reshuf-
fling at the top before the end of the year.

It's been governed by cabal instead of management.

McKesson-Robbins, which grosses around $600 million, may not find it easy to
single out the type of agency it would prefer.

For an agency with a long list, McKesson's diversity of operation (drugs, toiletries, chemi-
ical, liquor and wholesaling) offers heaps of conflict. Billing: around $1.5 million.

A retail-manufacturing account (around $4 million) in one of the top-rank
agencies seems to be in more jeopardy than ever because of a consistently bad tv record.
The agency's latest pick (for this season) started off with a thud rating.

An upper-rung agency has succeeded in avoiding heavy losses of business thii
year by hiring top-flight men for each of the trouble accounts.

For the time being the fires are out on three accounts, which collectively bill around
$20 million.

Sterling Drug has gone in for a diversification that's really in left field.

It's a sewage disposal unit that converts waste into fertilizer and even into purified water.

Two accounts whose names perhaps cause the most confusion when it comes
to spelling are both within the same shop, BBDO.
The pair: Schaefer Beer and Sheaffer Pen.

SPONSOR • 10 OCTOBER I960

Trade You Know-How?

Somewhere in the United States an advertising
agency is looking north to Canada. Someone is
weighing problems against profits as he con-
siders opening up a Canadian operation.

If it's your own company that could use the con-
tact, the experience and knowledge of a well-
founded Canadian office — how's this for a sug-
gestion ?

We're a purely Canadian advertising agency. We
can help guide your people through the intrica-
cies of a market that has more differences than
similarities when compared with the United
States.

You can help us in exchange.

• Its a talking point. Let's talk.

Box 101

SPONSOR

40 E. 49th Street,

New York 17

OR • 10 OCTOBER 1960

NEWS & IDEA

WRAP-UP

PRESIDENTIAL CAMPAIGN, part of
WBC's promotion of new 'Songs for Presi-
dents' radio series, finds Joe Fitter and Lyn
Charnay (Theodore and Edith Roosevelt)
greeting political and radio tv personalities

SULLIVAN IN SAN FRAN. On arriving)
at San Francisco International Airport to tape'
first of his 'See America with Ed Sullivanf
shows, tv star and his wife Sylvia (I) were*
greeted by Nancy Fa mum (Miss San F

NOT A BUNNY HOP, but two 'Playboy' gals— Delilah (I), Joan (r)— seated with (l-r) J
r-Fitzgerald-Sample; Norman Mintz, Benton & Bowles; Lee Schreiber, Officii
WOR-TV (N.Y.), Official Films party launching 2nd Playboys Penthouse

ADVERTISERS

International Harvester's truck,
station wagon may be going into
tv after all.

Agenc\ (Y&R) plans are for j
media.

A few experimental tv commercial:
are in the shooting process.

.Campaigns: Ballerina Manufac

Jturing (Wexton) going spot tv, na
jtionally: S250.000 worth, to intro
4duce Little Ballerina Dance Studio.
"-J.S40.000 chunk has already gone int
fall programing in the New York (lit
larea ... V. La Rosa & Sons I Ye
SAdvt.J breaking fall campaign, thi
Jweek, in Spanish-language mark
•New York City, over WHOM, a:
; WWRL.

4 I 'hisa *n' data: Lever Bros.' ne(

shampoo Starlight (JWTi. trying
spot tv in Syracuse, N. Y. and Ind

-MOBILE REGISTRATION TRAILER,

rWJPS unit making rounds of Evan
is heartily endorsed by (l-r) Mrs.

"ter, trailer asst.; Ed Mitchell. De
chmn.; Gresham Grim; Arkla Co. regis+rJ

FIREMEN MAKE TV NEWS! Pre

new 'Rescue 8' show, WTVN-TV (Co
O.) announcer Chuck Nuzum interview
ter Strickfaddtn (I), Fire Dept. chief. &
Buchanon, Rescue Squad on "Casper Caj

SPONSOR • 10 OCTOBER l|

anapolis . . . Atlanta Advertising
Club and that city's Better Busi-
ness Bureau joining hands as Ad-
vertising Review Board to "in-
crease public confidence in all t\pes
of advertising."

Merger: Nalley's Inc., Tacoma,
Washington, and IXL Food Com-
pany, California. Both companies to
ceep individual identities and brands.
Combined billing: over $28,000,000.

Personnel moves: Paul W. Shel-

Ion to advertising co-ordinator, Gulf

m Corp., Pittsburgh . . . Clyde A.

3rown Jr. from Y&R merchandising
xecutive to Shulton, Inc., as national

tales manager, toiletries division . . .

;togert M. Kirk Jr. promoted assist-
nt general manager, Lehn & Fink
roducts. and will be responsible for
lirecting and coordinating of market-
activities of all L&F Division
products with the exception of Young
,ook cosmetics.

AGENCIES

Dr. Arthur H. Wilkins, B&B's
director of advertising and de-
velopmental research gave the
ARF annual meeting last week
findings on program values not
covered by the ratings.
The findings included these:

• The number of viewers who were
watching the commercial but doing
other things varied considerably from
show to show.

• Audience attentiveness varies
from program to program.

• Programs which are viewed
more attentively are more effective
vehicles for their commercials.

• Audience attentiveness is en-
hanced by high audience interest in
the program and by an absence of
competing household demands and
interests.

Admen on the move: Foster A.

Babcock from Babcock, Homer, Car-
berry & Murray. Philadelphia and
N.Y. to Doremus-Eshleman, Philly.
as account executive . . . Arthur
Stargby from S. C. Johnson & Son,
Racine, Wis., to Ted Bates, as account
executive . . . Laurence J. Jaffe
from Market Research Corp. to Au-
dits and Survevs as v. p. . . . Roily
Bester to Ted Bates as casting super-
visor . . . Robert Van Roo to A. C.
Nielsen as promotion director of Niel-
sen Coverage Service . . . R. S.
Buckbinder from Frederick Clinton
Advertising to The Zakin Co. as senior
v.p. . . . Burt Avedon to West Coast
operations K&E . . . Paul R. Smith
from Fletcher Richards. Calkins &
Holden to Grant as executive v.p. in
charge of creative services.
More admen on the move : James
A. Dearborn appointed assistant to
the president, Kenyon & Eckhardt . . .
Angus B. Woodbury from BBD&O.
San Francisco, to GB&B. same city, as
account executive . . . C. M. Rohra-
baugh, Kudner Agency board chair-

RADE TALK w

l-r): Andre

Spheeris,

jcktail party in N.Y.'s Hotel Roosevelt given by WEMP, Milwaukee and KWK, St. Louis for timebuyers. Shown
ir WEMP, KWK; Flora Tomadelli; SPONSOR staffer; Ray Stone, Maxon; and Beth Black, Cohen & Aleshire

man and executive officer relinquishes
chief officer title, to remain as board
chairman . . . Charles R. Hook Jr.
Kudner president, to chief executive
officer . . . Jon Christopher from
EWR&R to MacFarland-Aveyard, Chi-
cago, as radio-tv creative director . . .
Henry 1*. Bernhard from Life
Magazine to Ogilvy, Benson & Math-
er as account executive . . . Walter
Stone from Compton to Ogilvy, Ben-
son & Mather as account executive
. . . Hubert M. Tibbetts from Sala
da-Shi rriff-Horsey to Lennen & New-
ell as senior v. p. and management ac-
count supervisor.

V ti « I more admen on the move:
Mike Sloan from Botsford. Constan-
tine & Gardner. San Francisco, to
Ogilvy, Benson & Mather, same city,
as v.p. and account supervisor . . .
Fred Marlin Mitchell Jr. from
Dancer-Fitzgerald-Sample, to K&E. as
senior v.p. account management . . .
Sterling J. Hiles from advertising,
promotion, Remington Rand to direc-
tor of marketing, same company . . .
Robert C. Jamrozy from K&E, to
\. W. Ayer, Detroit, as Plymouth-
DeSoto-Valiant account representa-
tive.

They were named v.p.'s: Ruth
Downing, Helen Klintrup and Har-
riet Rex, JWT writers.

A joint Committee for Improve-
ment of Advertising Content has
been set up by the Association of
National Advertisers, and the
American Association of Adver-
tising Agencies.

The plan: to police advertising
which is "in bad taste, manifestly mis-
leading, or otherwise likely to be
harmful to advertising as a whole."

Boyle-Midway selects: Ted Bates

for Aerowax, Black Flag and Sani-
Flush . . . Tatham-Laird for Aero-
Shave . . . Cunningham & Walsh
for Wizard Deodorizer . . . Maxwell
Sackheim-Franklin Brack for
Antrol.

Lever selects: Sullivan, Stauffer.
Colwell & Bayles for Summer Coun-
tv . . . Ogilvy. Benson & Mather

for Vim . . . JWT for Starlight Sham-
poo and Mrs. Butterworth's Syrup.

Merger: Guerin, Johnstone, Jeff-
ries with Gage-Booth & West, both

L.A. New name: Guerin. Johnstone.
Gage, Inc. Total billings: over $2^2
million. Officers: Paul Guerin, presi-
dent: Raymond B. Gage, v.p.; Jack!
Johnstone, secretary-treasurer.

New agency : Jordan-Danielson
Advertising. Office location: San
Francisco.

Reciprocal deal: Hunter & Sta-
pies Advertising, Sacramento, with
Kae Algyer, L.A. to service each
other's northern and southern ac-
counts.

Agency thisa *n' data: Ann Jack-
nowitz, of Y&R's New York Citv<
media department, won $500
Pulse's National Contest — How I Usej
Pulse Data to Solve a Specific!
Problem. Second prize — $350 went
to John P. Curran, McCann-Erick-j
son, N.Y.: third prize was copped by,
John H. Newell, Johnson & LewisJ
San Francisco, media director.

Agency appointments: Robert!

Bosch Corp.. Long Island Citv, (Ger-:
man made Blaupunkt car radios) trt
Daniel & Charles . . . Real Kill

HERE'S WHAT CRITICS SAID:

"Considine yarn a TV thriller ". . . gives promise of being one
(Headline) . . . direction ... of the better new dramatic
topnotch. We're eagerly antic- shows of the season. ..will
ipating next week's play." have no trouble finding a wide

ATicfc Kenny, New York Mirror audience"

Sid Bakal. New York Herald Tribune

"...tai

minut
sorbin
action
progrc

it, suspensef ul . . . the 30
;s clicked away as ab-
gly as any of the better
ers . . . a gain for local

imming..." Horo, Variety

NEW YORK PREMIERE

ir5KiS

ACCLAIMED

LfflVi

BY CRITICS

EXCLUSIVE

NOW AVAILABLE ! For complete information see your ABC Films sales rep. or call: ABC FILMS INC.

1501 Bwy.. N.Y. 36, N.Y

Telephone: LA 4-5050

TOP RATED!

"Exclusive!", on Channel
2 (WCBS-TV) snares 271.
of New York audience to
tie for 1st against strong
network opposition, whips
other network, and
trounces all others!...
According to A. C. Nielsen's
New York rating, Tuesday.
September 20, 7:30 P. M.

1(1 f)( TOBER 11

Products, Div. Cook Chemical, Kan-
sas City, to Del Wood Associates
. . . Liana, Inc., (subsidiary United
Fruit — processed foods) to BBD&O,
Boston . . . Eldon-Ungar Toys (Eldon
Industries), L.A., to GB&B, San
Francisco . . . Martin Century Farms,
Lansdale, Pa., to Mid American Ad-
vertising, Philadelphia . . . ABC
Radio Network to Fladell-Harris . . .
American Brewery to Newhoff-
Blumberg, Baltimore . . . Rust Craft
Publishers to MW&S . . . Raeford
Worsted to Donahue & Coe . . .
Autolite to BBD&O, $3 million ex-
penditure . . . Ballerina Manufactur-
ing, Garfield, N. J. to Wexton . . .
KNX LA. to Mays & Co. L.A. . . .
Chamber Co., Chicago, to Howard
H. Monk, Rockford, 111. . . . King
I County Chevrolet Dealers Association
I in Washington, to Eisaman, Johns
& Laws, L.A.

J Agency elections: William J.
Quail Jr., and Keith S. Lyman,

v.p.'s Albert Frank-Guenther Law . . .

, Ralph E. Keller, chairman of the
board; Harry W. Calvert, presi-
dent; and A. H. Bitter, executive

I v.p., Zimmer, Keller & Calvert, De-
troit . . . Gunnard Faulk and Gene
Federico, art group heads, to v.p.'s
Benton & Bowles . . . Charles M.
Skade, Fuller & Smith & Ross senior
v.p. of administration to treasurer.

TV STATIONS

New \ ork tv has cracked the local
savings bank field.

Bowery Savings Bank, for years in j
radio, bought a package embracing a !
variety of programing on WNBC-TV. j

The tv schedule covers 26 weeks.

Kudos: WTCN-TV, Minneapolis- J
i St. Paul, a co-owner in the Radio
Television News Directors Assn. top
(national award for tv reporting . . .
WJRT, Flint, Mich., recipient of four
[awards for excellence in the Michigan
Associated Press Broadcaster's news
Competition . . . WTVT, Tampa-St.
Petersburg, awarded citation of merit
by Sunshine Chapter of the National
Multiple Sclerosis Society.

Sports notes: Southern Bell Tele-
phone and Telegraph Co. to sponsor
iVuburn Football Review for ten
iveeks over the following Alabama

stations: WSFA-TV, Montgomery,
WAPI-TV, Birmingham; WKRG-
TV, Mobile, WMLS-TV, Decatur,
WOWL-TV, Florence, and WAFG-
TV, Huntsville.

Name change: Capital Cities
Broadcasting Corp. formerly Capi-
tal Cities Television Corp.

Just published: By MacMillan:
Television and Radio News. Au-
thors: Bob Siller, Ted White and Hal
Terkel.

Thisa 'n' data: WNTA-TV, New-
ark, N. J., brought back, this week,
Storevision, embracing supermar-
kets, laundromats, drug stores . . .
KTRK-TV, Houston, Tex., began
construction of a 40,000-square foot
building with circular studio area . . .
WTCN-TV, Minneapolis-St. Paul at-
tracted more than 200 agency, client
and press reps to its closed circuit
ABC fall programing preview.

People on the move: Frank
Bishop to KHOW, Denver, as sta-
tion manager . . . Paul E. Freygang
from KHOL-KHPL, Kearney, Neb. to

KRSD-AM and TV Rapid City, S. D.,
as general sales manager . . . George
H. Anderson from Randolph Asso-
ciates Advertising, Wellesley, Mass.,
to WBZ-TV, Boston, as account exec-
utive . . . Sheldon Storrier named
local sales manager, and Floyd Eck-
erson, salesman, WKTV, Utica, N. Y.
. . . Jim Hill to KMTV, Omaha, as
account executive . . . Henry White
from Screen Gems to WNTA-TV as
v.p. and general manager.

RADIO STATIONS

Auto dealers this season are bally-
hooing their new lines by tying in
with station showmanship exhibi-
tions.

A case in point: Chevy dealers, who
bought 13 and a half hours on WAVY,
Norfolk-Portsmouth, broke its cam-
paign last week by taking part in a
parade of station personalities who
visited seven Chevy dealers and en-
gaged in remote broadcasts from
showrooms.

Another group of broadcasting
people have put their heads to-

In Roanoke in '60
the Selling Signal

is Seven...

Wig-wagging will get you
nowhere, but your selling message
on WDBJ-TV will go into over
400,000 homes in Virginia, N.
Carolina and W. Va. ... a rich
and growing Television Market of
nearly 2,000,000 people.

You can sell like sixty on seven.
In Roanoke, seven is WDBJ-TV . . .
best in sight, day or night, for higher
ratings at lower cost. Your only
station in this area offering CBS
network shows — plus superior local
programming, plus hard-hitting
merchandising assistance.

ASK YOUR PCW COLONEL
FOR CURRENT AVAILABILITIES

Roanoke/ Virginia

ONSOR • 10 OCTOBER 1960

gether with other «-i> it- minded
persons in an effort to stimulate
shopping interest in their loeale.
The place: Medford and Ashland.
Oregon. The people: managers "I
stations KBOY, KDOV, KMED,
KYA 1\. KBES-TV, andKYJC; area
merchants and newspapers. The re-
sult: an all-out promotion of Fall
Greater Medford Harvest Festival.

Ideas at work:

New dimension : WCAU, Philadel-
phia, took to the air — two ways to

promote its Dimension show. Aside

from airing promos, the station hired
two tow planes to H\ across the area
toting huge banners advising Hear
Dimension Only On WCAU Radio.
Key to popularity: KQV, Pitts-
burgh, is creating quite a stir in its
listening locale by offering a reward
for the missing "K" after they re-
moved it. temporarily, from the call
letters. People are being stopped on
corners and queried "do vou have the
missing K from KQV?". A $500 re-
ward will go to the person who comes
up with what the station deems the
right answer.

GET THAT EXTRA

PUSH

You know that it's the extra push that makes the difference
between an average campaign and a "Red-Letter Success."
You get that EXTRA PUSH when you buy WOC-TV
WOC-TV effectively specializes in co-ordinating and mer-
chandising your buy at every level — the broker, whole-
saler, direct salesman, key buyer as well as the retail outlet.

This "togetherness" sells products in the nation's 47th TV
market. More than 2 billion dollars in retail sales ring on
the retailer's cash register Over 438,000 TV homes are
within the 42 counties of WOC-TV's coverage area.

To the National Advertiser,
WOC-TV offers the greatest
amount of local programming —
over 33 hours each week — and
the finest talent in the area put
these programs across.

Your PGW Colonel has all the
facts, figures and other data as
well as day by day availabilities
See him today.

^lUlpbl™,

THE QUIM CITIES

DAVENPORT ■»
BETTENDORF / '° WA

ROCK ISLAND "I
MOLINE > ILL
FAST MOLINF J

ss„„ ^

A daffy of an idea: WMGM. N.1

C, have reached new heights
broadcasting. To celebrate ground-
breaking ceremonies of the world's
tallest hotel, the Americana of New
York, the station built a platform,
drove a station wagon on it, put air
personality Ted Brown in the auto
and platform, car. and Brown were
hoisted, via a giant crane, some 40
feet in the air. No saying how long
Brown will remain in his loftv qu;
ters.

Kudos: KiNUZ, Houston, Tex., :
cipient of Allstate Insurance Com-
pany public service award for high-
way safety work . . . WTCN. Minne-
apolis-St. Paul, radio regional sales
manager Norm Page, presented with
Greatest Guy in Media plaque from
St. Paul Home Builders Assn.
WIP, Philadelphia, received special
commendation from Phillv Chamber
of Commerce for station help to
Transport Emergencv Mobilizatir
Program during recent Pennsvlvani i
Railroad strike . . . WPEN. Philadel
phia recipient of Honorary Membei
ship award from The Poor Richaro
Club for furthering education .
KSFO. San Francisco and KVI|
Seattle, awarded Notable Achieve]
ment in Advertising Certificates.

Thisa "n' data: WDNC. Durham
N. C. now affiliated with the Tobaect
Radio Network . . . KBIG. Catalin.i
Calif., going all out in editorial sun
port of car dealers bv donating ne^^^|
background and spots highlightii
1961 car models . . . WFEA. Ma i
chester. N. H.. forming New Englai
Merchandising Network comprised
WGAN. Portland: WCCM, La
rence. Mass.. WHAV. Haverhil
Mass.. WFGM. Fitchburs. Mas-,
ami WWNH, Rochester. N. H.

Station acquisition: KDAC, Fo

Bragg. Calif., sold to Charles ^
Stone by Mendocino Coast Broadca
ing Co. Sale price: $55,000. S;
brokered bv Paul H. Chapman (
. . . KFYN, Bonham. Tex.. *old if
(xril W. Reddoch and Ralph fl
Hooks bv- Charles L. Cain for s75.0<
Sale brokered bv Hamilton-Landis
Associates.

Peonle on the move: Edward
W. Smith from Adam Young. 1
troit. to KQV. Pittsburgh, as gem i

10 OCTOBER

sales manager . . . Daniel W. Kops,
president of WTRY Broadcasting
Corp.. Albany, N. Y., and WAVZ
Broadcasting Corp., New Haven, re-
elected national president, The Asso-
ciated Press Radio & Television Assn.
. . . Rita Garner from WMCA, N. Y.
C. to WABC, same city, as advertising
& exploitation manager . . . Richard
Stone from Avery-Knodel and Don
Huber from Curtis Advertising, to
WABC, N.Y.C. as account executives
Nadine HiU to KPRO, Riverside,
Calif., as promotion manager . . .
Mace West to WKID, Champaign,
111., sales representative . . . Stuart C.
Burr to KRLA. L.A.. as account
executive. ?

The Triangle Stations which pio-
neered in fin back in 1941, be-
j gins this week a new f m service.

, The fm service will embrace WFIL-
FM. Philadelphia; WNBF-FM, Bing-
hamton, N. Y.; and WNHC-FM. New

; , Haven, Conn.

u They will be joined, later this
month', bv WFBG-FM. Altoona. Pa..

land KRFM. Fresno, Calif.

FM is getting an extra boost in
the Kansas City area this week.

The city's mayor has designated this
ueek as FM Radio Week in Kansas
City.

ill Counter gesture: he was gifted with
an fm radio by the Kansas City FM
Broadcasters' Assn.

Active fm regional-national ac-

I counts : British Overseas Airways
. . Imperial Division, Chrysler
2orp. . . . Guardian Life Insurance
Co. . . . Pan American Airways . . .
Vlagna vox . . . Ford dealers . . .
Lowenbrau Beer.

IjjVew fm'er: K-QUE, Houston, be-
J j;an broadcasting this week.
JlVew f m affiliate: WDAS-FM,

'hiladelphia, joining QXR Network.

and public service programs in
many major markets.

The network urges: "'Prompt adop-J
tion." Ir^CBS Television Spot Sales ha

Their stand: "The public in theV added a Sales Presentation De-
major markets with only two stations J^fpartment to their operation.
is being deprived of one-third of the .£*,• ; Daniel R. Kelly, the company's \--
television service which is available '."' -istant Research Manager, will head
to those communities which now have V up the new department,
three stations." •', ^

'Rep appointments: KIMO, Hilo
Hawaii to Breen and Ward, New
York Citj . . . KSDO, San Diego, to
' Adam Young . . . KXEN, St. Louis,
and WMNI, Columbus, Ohio, to
Broadcast Time Sales.

Personnel moves: John Falcetta

from H-R Television New York Citv,
to Boiling, same city, as director pub-
licity & promotion .. . . Paul Kins-
ley, to Broadcast Time Sales, New
York City, as director sales develop-
ment, from San Francisco office, same
company . . . Paul O'Brien to
Broadcast Time Sales. Philadelphia,
as office manager, from WNTA-AM-
TV. Newark. N. J. sales staff . . .
Ward Glenn to BTS San Francisco
office as manager.

Merger: Day-Wdlinsjton, Seattle,
and H. S. Tacobson & Associates,

Portland

is giving strong vocal sup-
port to FCC's proposal of addi-
iional YHF channels by decrying
|he lack of educational, cultural.

Six CBS affiliates were presented
with Golden Microphone Award.

The occasion: 30 years affiliation
with CBS Radio Network.

The men accepting the awards and
their respective stations: Charles
Crutchfield. executive v. p. and gener-
al manager WBT, Charlotte: Lowell
MacMillan, v.p. and general manager
WHEC, Rochester; Cecil Sansbury,
general manager WHP, Harrisburg:
Lloyd Dennis, v.p. WTOP, Wash-
ington; William Bryan, general man-
ager KTRH, Houston; and Thorn-
ton Cran. president CFRB, Toronto.

ABC Radio has added nine new
affiliates. They are: KAGT, Ana-
cortes, Wash.; WMEK, Chase City,
Va.; KOOS, Coos Bay, Ore!;
WWHG, Hornell, N. Y.; KAAB.
Hot Springs. Ark.; KWBA, Houston,
Tex.: WPGW, Portland. Ind.:
KFMJ, Tulsa. Okla.: and WNSM.
Valparaiso, Fla.

Net tv sales: General Mills (Knox
Reeves. Minneapolis) to sponsor
NBC News Day Report on NBC

TV. beginning this week.

Net elections: Richard A. Borel,

WBNS-TV, Columbus. Orio, Director
of Television, elected CBS Television
Affiliates Assn. board chairman . . .
Tom Chauncey, KOOL-TV. Phoe-
nix, president, to succeed Borel as
Association secretary.

Net program notes: ABC Radio

debuted Flair, a daily afternoon series
featuring top tv and show people per-
sonalities, this week . . . ABC ready-
ing Las Vegas, a weekly, one-hour tv
series. scheduled to break on the
1961-62 seasons.

Network switch — WICU-TV, Erie,
Pa., to switch primary affiliation from
NBC to ABC, next May.

No detail is too small where the
art of timing can assist tv film
sales.

Distributors frequently tie their
program released to some general
event for added impact.

Thus CNP's Pony Exoress was
linked to the centennial of that serv-
ice, and Blue Angels to the 50th anni-
versarv of naval aviation.

Now CNP will take advantage of
the football season to release a single
feature film. Republic's Crazylegs
If inch.

Sales: MCA's If Squad re-runs to
KTTV. Los Angeles: KPLR-TV. St.
Louis: WMAL-TV. Washington. D.
C: W ALA. TV. Mobile- KOOL-TV.
PWnix: KTSM-TV. EI Paso, and
KYSO-TV. Wichita Falls . . . King
Features' new 208 Popeye cartoons to
KTI A. To, Anceles . . . NTA's Is-
signment Indent ater to American

10 OCTOBER 1960

Hardware & Supplg Companj (Sykes
Idv.) in Pittsburgh ■ K DK \ I \ .
Rochester, Buffalo. Huntington
( barleston, and Harrisburg . . . CNP's
A*. C. M. P. to KFBB-TV. Great Falls;
\\ I l\. Indianapolis; WWTV, Cadil-
lac KID-TV, Idaho Falls: KOOK-
rV, Billings; KYTV, Springfield, Me.;
WCBY-TV, Bristol, Va.; WSBA-TV,
York, Pa.: KPIX. San Francisco:
\\\(.\1T\. Presque Isle. Me.:
W I \( -TV. Johnston. Pa. : and WDB.J-
TV. Roanoke. Va. . . . Ziv-UA's Sea
Hunt renewed for a fourth year by
Bristol-Myers I DCS&S i in New York

and bj Standard Oil <>[ California
l BBDO) in 20 markets, including Los
Angeles, San Francisco, Salt Lake
( it\. Sacramento. Fresno. Spokane,
Seattle-Tacoma, San Diego. Portland.
Yakima. Bakersfield, Phoenix. Eu-
gene-Roseburg, Medford, Salinas.
Monterey, Boise-Mampa, Eureka. Kla-
math Falls. San Luis Obispo, and
Honolulu.

More sales: CBS Newsfilm service

to WRDW-TV, Atlanta: KRCG-TV.
Jefferson City, Mo. : WREX-TV. Rock-
ford, 111.: WTOL-TV. Toledo. Ohio.

Now you can. listen.
and compare
before you buy
the rich Syracuse

N.Y. market

at our
expense

in. by

. . . Get the proof of WFBL leadership! Make a personal survey of
station programming in Syracuse — by telephone. Call WFBL col-
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moment by any or all stations. We think you'll agree with local
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the audience you want to sell. Listen, compare. Prove it to yourself.
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5000 WATTS DAY AND NIGHT

FIRST IN CENTRAL NEW YORK

REPRESENTED NATIONALLY BY GEORGE P. HOLLINGBERY CO.

and KOLO-TV, Reno, Nev.; new

foreign subscribers are Fuji Telecast-
ing Co. Tok\u, Japan: CFC.VTY
Calgary, Canada; CHAN-TV, Van
couver, Canada, and Productores Tele
rision tasociados, Montevideo, Uru-
gnay.

Programs and producer?: U. 5.

Borax' Death Valley Days, re-run as
The Pioneers, transferred for distribu
tion to Peter M. Robeck, 230 Park
Avenue. New York: series was for
raerly distributed bv Crosby/Browi
Productions . .. ABC Films to dis
tribute Herts-Lion International's Fa-
mous Ghost Stories and The Inquisi
tion . . . Collier Young and Robert H.
Hill have formed CoUier Young As-
sociate?, an independent tv produc-
tion companv headquartering at
MGM . . . Felix the Cat Productions
has purchased the RCA Film Record
ing Studios in New York at 411 Fifth
Avenue: henceforth the studios will
be known as 411 Recording Stu-
dios. Inc. . . . Ziv-UA has placed
Miami Undercover in syndication,

Strictly personnel: Kurt Blum«
berg appointed sales v. p. for Robert
Lawrence Productions . . . Carl Lin-
demann. Jr. to CXP as programs
v.p. . . . Arthur Greenfield ap
pointed manager of Screen Gems
northcentral area syndication force.
headquartering in Detroit . . . Jo<j
Cramer named director of busine
affairs for Paramount Television Pr
ductions . . . Frank Brill promote
to v.p. of MCA TV film syndication
division.

PUBLIC SERVICE

Westinghouse Broadcasting had
put together a number of publ
service shows. Among them:

• University of the Air — a I

series covering courses in inedicirei
religion, philosophy, mathemat
chemistry, economics and language. 1

• The American Civil \S ar — .(J
L3-week series scheduled to break iii
November.

• The America at Mid-CenturJ
Series — a series of five LS-mini.tJ
programs starting this week.

• American Forum —
presentation Great Issues

SPONSOR

10 OCTOBER

irrtnj

]

196J

series to continue for the rest of the
vear.

Service programing: KGW-TV,

Portland, beginning fourth >ear of
Teenarama — a program centered
around schools, teenage problems, de-
sires, accomplishments . . . WFYI.
Garden City. L. I. station manager.
Wallace Dunlap, an Air Force Reserve
Captain, scripting and narrating four
quarter-hour transcribed programs
with pops singer. Joni James for
Christmas distribution to 2,000 radio
stations. The project: Operation
Reindeer.

Public service notes : WTVJ,

Miami, newsmen. Ron Oppen and Ed
Reed, spent six davs at Florida State
.Prison, to shoot film for the stations
, F.Y.I, program entitled Men Behind
(Bars — The Story of Raiford,
which was telecast late last month . . .
f KDKA-TV, Pittsburgh, general man-
3 ager Jerome R. Reeves, to head up the
Pittsburgh Radio-TV Club in a com-
munitv effort to raise money for the
local United Fund Torch Drive. Don
laloset. general manager of WPIT,
Hand Greer Parkinson. WCAE, exec,
to assist. Stations participating also
include KDKA-TV, WIIC-TV, and

Btae-tv.

I MCA, N.Y.C., will do a series of
['specials starting 23 October, deal-
I ng with problems both local and
I jeneral.

| The topics under consideration
Include: crowded court dockets:
I rowded hospitals: growing boredom
I mong the aired: teenagers who de-
llerve recognition.

| '.onnecticut's four tv stations are
I tutting out a monthly bulletin co-
peratively giving details about
I heir public service programs.

t The stations: WTIC-TV. Hartford:
rXHC-TV. New Haven, WHCT.
I artford and WHNB-TV. New Brit-

fore good deeders : WIBG, Phila-
plphia. d.j.ers and news staffers who
"e giving off-mike hours to commu-
ty projects are: Bill Wright, serving
jjj Philadelphia Fire Dept. commit-
b; Jerry Stevens, arranging special
"inefit for Mentally Retarded Chil-

ONSOR • 10 OCTOBER 1960

dren; Harvey Miller, working with
Philly police inspector on children
rehabilitation program: Bill Jones
I aided by the Mrs.) door to door
1 nited Fund campaigners: Jerr\
Grove, chairman Darby Township
Delaware County School District Au-
thority: Chairman Briarcliffe Little
League: PTA and Bov Scout officer;
Bob Knox. Ardmore Optimist Club
member in charge of youth activities;
and president of Beverly Hills Junior
High School PTA; member executive
board Hishland Park Canteen. An

estimated 72 hours a week is spent by
the WIBG familv on these services.

TRADE DATES

NAB fall conferences, Atlanta,
Biltmore Hotel. 13-14 October . . .
10th Annual Hi Fi Music Show,
Benjamin Franklin Hotel, Philadel-
phia. 18-20 November . . . Austral-
ian Association of Advertising
Agencies annual meeting, Adelaide.
Australia. 9-12 October. ^

DEFINITION

stat'is-ti'cian (stat'TstTsr/an) ,n.

ts facts and figures, such as the fact that
I people in the United States are men.

BECAUSE OF THESE FACTS WE CLAIM THAT 50% OF
THE MARRIED PEOPLE IN OUR AUDIENCE ARE W(
AND WHEN YOU TELEVISE TO 448,000 TV \
THAT'S A LOT OF WOMEN AND MEN, BECAUSE THESE
FACTS ARE TRUE, THIS MAKES FOR A LOT OF
CHILDREN TOO -AS A MATTER OF FACT, SOME 2,000,000
PEOPLE ALL TOGETHER. ADD TO THIS WSLS-TV GET-
TING THE MESSAGE ACROSS EVERY DAY, AND YOU
HAVE A POWERFUL MEDIA, SO IF YOU'RE A STATIS-
TICIAN AND WANT THE FACTS AND FIGURES, JUST ASK

WSLS

ROANOKE. VIRGINIA

ANOTHER WRBL-TV EXCLUSIVE
IN GEORGIA'S SECOND
MARKET

BUY THE )*,

SUPERLATIVE
STATION

E. Newton Wray, Pres. & Gen. Mgr.
Represented by The Katz Agency, Inc.

in».

Tv and radio
NEWSMAKERS

Russ Raycroft has been appointed station
manager of KPLR-TV. St. Louis. He comes
to his new post hacked by more than 30
years' experience in broadcasting. These
include 11 years at WGN, Chicago; eight
years with Dancer-Fitzgerald-Sample. New
York and Chicago; and posts of vice presi-
dent in charge of radio and television for
Robert W. Orr. Inc., New York. In addi-
he was national tv director for the film producing firm of Wild-
Inc. Raycroft taught radio courses at Northwestern University.

Donald P. Rupert was appointed to the
sales manager post at the Balaban Milwau-
kee station, WRIT. He succeeds Parker R.
Daggett who recently was named general
manager of K-BOX, the company's Dallas
station. Rupert, who has been a WRIT
account executive since 1958. was associ-
ated with the Bell Formica Co. as sales
manager for a 10-year period. Rupert
attended the University of Milwaukee. Married, thi
children Rupert served four vears in the AAF durin<

father of two
World War II.

Janet Byers was appointed advertisin;
manager for KFWB. Hollywood. Shi
comes to the Crowell-Collier station from
KYW Radio. Cleveland, where for the past
five years she had been advertising ami
promotion manager. Miss Byers began h» r
broadcasting career in 1949 as WLW-C
Columbus, copywriter, later did radio N
publicity for Y&R: sales research and pres-
entation writing for RAB: and sales promotion for WINS, N. Y. A
charter member of BPA, her KYW work won national recognition.

William Andrews has been appointed

general sales manager of syndication at
Independent Television Corp. He replaces
Alvin E. Unger who resigned to join the
Hank Saperstein Organization. Chicago
born. Andrews joined ITC two years ago
as western division manager. Last June he
was named northeastern division manager.
Prior to his ITC affiliation. Andrews was

spot sales manager for ZIV Television for three and a half year;

attended the U. of Oregon, is married and the father of three chili

10 OCTORFR 19 '•'

frank talk to buyers of
air media facilities

The seller's viewpoint

That radio's biggest problem is to sell itself needs no argument. The big
r/uestion is "How?" Jay Victor, who runs an agency under the same name in
Newark, N. J., and is an experienced hand at radio, maintains the only way
to funnel substantially greater ad expenditures to this medium is to go to the
source of all ad monies— the manufacturer himself. Victor is not only talk-
ing about face-to-face contacts. He is talking about selling radio by using
radio itself, by using the large-circulation publications the manufacturer
reads. All radio needs, he says, is 1% more of the total advertising pot.

RADIO NEEDS A POLICY TO REACH THE POLICY MAKER

Iwlillions of dollars and man hours are consumed every
year in the care and feeding of the timebuyer, that gen-
tle(?) soul who never even enters the picture until all
media allocations have been irrevocably set, and who then
and only then is given his little "budget" to spend.

Weird isn't it?

Yet this is the alley up which every major seller of net-
work or spot radio seems to tread. For such is the blind-
ness of radio today that it wastes its powers over the
crumbs that are offered and loses sight completely of the
loaf itself from which all crumbs must fall.

An outsider might find it incredible but nobody in this
business — nobody — seems to concentrate on the men be-
hind the men who buy the time. No organization is around
to spark a plan or explain "how to reach that other pup, the
guy who wakes the timebuyer up," at all. Yet here is the very
seed of media's growth. Because here at the policy level
is where the actual allocations are firmed. And it is this
level and this level alone, that determines how much of
anyone's money ever goes where. Think about it, then ask
yourself this question: As of now how many agencies have
a radio media supervisor on their plans board?

Place the blame where the blame belongs. Radio does
not seem to understand that advertising needs an advertis-
ing story, too. It fights itself. It does not fight for itself
with any conviction at all. Its occasional speeches in its
own behalf are generally beamed at agencies, and if the
shop talk has any merit at all, it occasionally earns a
paragraph in the broadcast press. Little more. With all
due respect to the present non-profit associations that serve
it, what the industry needs is a counterpart of the Coffee
Bureau — or the Meat Institute or the Dairymen's Associa-
tion. "Milk is good for you" says the Dairyman, "drink
three glasses a day." Who says that about radio? Who is
fighting to expand its market? Yet radio has as powerful

a message, in its way, to deliver as has milk or meat or
even the delicious coffee bean. More powerful in some
ways, too. For with diversification growing in every major
corporation today no medium can do a better umbrella job
for anywhere near the dollar expended.

I am not offering an academic thought. In my opinion
this is an idea that should be implemented starting to-
morrow by the 4,000 stations that stand to profit. For
with any sort of effort radio has nowhere to go but up.
We are smothered in research and pretty brochures. What
is needed is the fresh air of a down-to-earth, hard-sell cam-
paign to reach the man who signs the checks.

If I were to plan this industry-wide campaign I'd go over
every agency head directly to the manufacturer himself,
search him out in his own habitat, speak to him in the
language he understands, tell him the dramatic story of
what radio can do for him. I'd seek him out in publica-
tions like the Wall Street Journal, Nation s Business, New
York Times, etc. I'd sell him radio via radio, too, in every
open spot a station could spare. The manufacturer must
be convinced that what he needs is more of radio, and he
must tell this to his agency. It will not work the other
way 'round, for strangely enough, an agency is a far
stiffer group than the clients it serves. In the business of
running advertising, I mean. For the client in this area
generally has little fixed overhead, no really fixed opinion
and a marriage license he can break at any time. He is
always looking for a better and more economical way to
sell his product. He switches agencies very often — proof
enough that you, too. can sell him if you try.

Last year some $12 billion were spent in advertising. If
just V < of that were added to radio's share there'd be an
extra $120 million a year to split. This is the pot of gold
the radio industry should be shooting for. And the shoot-
ing season is now. ^

SPONSOR • 10 OCTOBER 1960

SPONSOR
SPEAKS

[An important ANA-AAAA announcement

Sometimes the most significant developments in our busi-
ness are announced so quietly and with such little fanfare
that they almost escape attention.

This was the case last week when the Association of Nation-
al Advertisers and the American Association of Advertising
Agencies disclosed the formation of a joint committee to im-
prove advertising content.

The new ANA-AAAA committee, which will have as co-
chairmen Edward D. Gerbic, v.p. Heublein Inc. and Robert
E. Allen, pies. Fuller & Smith & Ross, will number 20 top-
ranking agency and advertiser executives.

Their mission will be to "deal with that small percentage
of national advertising which is deemed in bad taste, manifest-
ly misleading, or otherwise likely to be harmful to advertis-
ing as a whole."

But the unusual and important aspect of the committee's
work will be the machinery and techniques they will use in
policing the industry.

Effective immediately the ANA-AAAA group will be oper-
ating the "Interchange of Opinion" which the AAAA has
been conducting since 1946.

Under the "Interchange" system complaints about copy
and commercials which are misleading, harmful, and in bad
taste are referred confidentially to the members of the com-
mittee for individual study.

If a majority of the members believe that the problem is
serious, both agency and advertisers are asked by the com-
mittee to take corrective action.

During the past five years 151 such requests have been
sent out by the AAAA Interchange Committee and only four
agencies and advertisers have failed to comply.

Now, with the added pressure and prestige of ANA sup-
port the work of the committee should be even more effective.

Particularly significant is the fact that the ANA-AAAA
group is dealing specifically in the shadowy area of good
taste and with copy which, though it may be factually correct,
i> offensive to the public and harmful to advertising.

Last week ANA-AAAA officials told sponsor that the com-
mil tec would be glad to process complaints from NAB mem-
bers on offensive advertising. Address them to Richard L.
Scheidker, c/o AAAA, 420 Lexington Ave., New York. ^

lO-SECOND SPOTS

UNusual: We know a guy who
solved the traffic problem in New
"i oik during the monumental UN ses-
sions with its heads of state winging
all over town. He hired a big, black
limousine, got himself a homberg,
and rented four motorcycles (with
drivers dressed in black jackets, blue
pants, boots and blue helmets). His
final items were a siren, a little Ameri-
can flag and a little blue, white, and
green one his wife whipped up on the
sewing machine. Police stopped traf-
fic for a week wherever he sped, and
his office teas picketed for three days
by a group that wanted him to get
out of Lithuania.
Immobile unit: During all the fuss
and chicken feathers that accompa-
nied Castro to and from and among
Harlem, WLIB had a box seat. It's
located right smack in the Hotel
Theresa. One of the staffers reports
that in the middle of one of those pro-
and anti-Fidel demonstrations, some
guy with more important things on
his mind carried a sign that read:
Pittsburgh, si — Yankees, no!
Life begins at: Red Skelton intro-
duced fortxish James Aubrey Jr. to
the audience at his opening show of
the season. Said Red: "He's president
of the CBS TV Network— but almost
young enough to be President of the
I 'nited States."

Final chapter: AP reports that the
former head of a stock advisory sen -
ice who authored a book titled ' ; How
to Build a Fortune and Save on
Taxes," filed for bankruptcy in Feder-
al Court, listing assets of $2,052 and
debts of $55,811. Probably a stunt for
his next book, "How I Ran Through
My First Fortune."
Presidential choice: For those who
cannot decide for whom to vote, we
nominate Caroline Hill, a secretary at 1
McCann-Erickson's corporate office.
While agency chief Marion Harper Jr.
was addressing a recent meeting of
Mc-E managers at the Waldorf-Astor-
ia's Starlight Roof, Andrei Gromyko
marched in with five bodyguards.
\lis> Hill stood up to the Russians
and convinced them they had moved
into the wrong territory. They with-
drew. Well, it's not a kitchen, but
still. . . .

SPONSOR • 10 OCTOBER 1960

Detroit is speaking its piece— and loving the opportunity— on WWJ's
exciting radio public forum. A torrent of phone calls rushes to the
studio every evening. Citizens from far and near air their views on
myriad timely subjects as the whole town listens. And popular Bob
Maxwell handles every one with consummate skill.

Human interest, community service, a salesmaker! That's "Phone-
Opinion", another example of Total Radio for the Total Man on WWJ.

Better place your call today—

to your nearest PGW office.

%A#%A# I A M and FM

WWJ RADIO

Detroit's Basic Radio Station

NBC Affiliate

NATIONAL REPESENTATIVES: PETERS, GRIFFIN, WOODWARD, INC.
OWNED AND OPERATED BY THE DETROIT NEWS

Did you

1200 ft.

Yes, the prudent buyer knows that WISC-TV at
Madison, Wisconsin has the tallest tower in the state,
bringing service to 378,310 TV homes m thirty-two
counties in Wisconsin, Illinois and Iowa. For instance,
in the Rockford area, WISC-TV now carries 25 out of
38 nighttime CBS Network programs exclusively.

CMAMME

MAD I SON, Wl SC.

~^f K Rep,«,en t<! d Nationally by

17 OCTOBER I960
40< m copy • SB m year

THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE

like yW o( Mk ad ^c

FEEN RAV WISCONSIN

STATION DRIVE
TO OFFSET TV
SPOT CARRIERS

Important affiliates
proffer seven-point
plan which includes
longer station breaks

Page 27

Do wholesale
figures mislead
air clients?

Page 30

Radio sparks
fast-growing
retail chain

Page 32

Lady execs rule
sales roost at
Official Films

Page 34

NOW AVAILABLE . . .

Radio Impact
in the Twin |
City Market

A sociological study approved
by the University of Minnesota

A recently completed survey designed to
measure the impact and impression which
each radio station and its personalities
makes on the Twin Cities population has now
been compiled for use by advertisers and
advertising agencies.

Under the direction of Dr. Roy Francis, Pro-
fessor of Sociology, University of Minnesota,
this survey meets the highest possible stand-
ards of design, procedure, sampling and
evaluation that modern research can provide.

Among the results which we (for obvious
reasons) find particularly interesting are
the following:

Favorite disc-jockey among 15 listed —
Don Doty

Favorite radio sports announcer-
Dick Nesbitt

Favorite radio newscaster— Bob Ryan

Impact is also measured by age, income and
educational levels.

Your nearest Edward Petry office or a
KSTP representative will be happy to give
you further details on obtaining a copy of
the survey. Or, you may write Byron E. An-
derson, Sales Manager, KSTP Radio, 3415
University Avenue, Minneapolis, Minnesota.

®o®o

RADIO

1500 ON YOUR DIAL

MINNEAPOLIS- ST. PAUL

VITAL'

TO STAND ON SOLID SALES GROUND
IN NORTHWESTERN OHIO AND SOUTH-

ERN MICHIGAN, YOU NEED

WSPDTV

the station with the new 1000-foot tower
reaching 443,400 homes. This is solid
coverage in the 2-billion-dollar market

TOLEDO

A\T0lE0otTjJ

A STORER STATION • Represen

and WSPA-TV can really counl 'em
throughout the thickl) populated Pied-
mont SUPERmarkel from our lower on
Paris Mountain, 3 miles from Greenville
and 1182 feel above average terrain.
we'd like to count YOU among our
SITI- Rmaikel advertisers, too.

Call your Hollingben

til

WSPA-TV

AM-FM-TV
channel

CBS in Spartanburg, S. C.

National Representatives
GEORGE P. HOUINGBERY CO.

/ ol. I /. No. 42

17 OCTOBER I960

^ SPONSOR

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

The counter-attack on spot carriers

27 Here's the network answer to seven-point proposal by top affiliate opera-
tors for easing their selling, made difficult by greater web flexibility

Wholesale shipments: Do they fool air clients?

30 Some stations charge that markets are heing bypassed as agencies sel
lists allocating advertising to wholesale points, not retail sales areas

Radio boosts fast-growing chain

32 Five years ago, with 24 outlets and a $10 million gross. John's Bargain
Stores added radio; current sales of its 144 stores are at $30 million

Lady execs rule Official Films sales roost

34 Grace Sullivan, director of national sales, and Sherlee Barish, v.p. of
syndication sales, hold their own in hard-selling tv film business

Public service tv sponsorship on rise

36 TIO's new study "Interaction" lists 1,038 public affair- programs pre-
sented over 264 local stations; 160 in 14 categories were sponsor-backed

Is slow-motion next tv commercials trend?

39 Among brands using technique is Prell, two of whose tv commercials use
slow-motion throughout, as visual aspect carries the burden of the sell

'Those two SPONSOR articles were wrong'

40 Bruce R. Bryant, head of CBS TV Spot Sales, takes issue with practices
which limit or screen the contacts between air salesmen and timebuyers

Public service swings big sales for chain

4X Star Markets food chain bought into Boston tv news panel show ten |1
years ago, which accounted for sales increase from $12 to $70 million

FEATURES

56 Film-Scope

25 49th and Madison

68 News & Idea Wrap-Up

6 Newsmaker of the Week

68 Picture Wrap-Up

46 Radio Results

80 Seller's Viewpoint

48 Sponsor Asks

12 Sponsor Backpage

58 Sponsor Hears

19 Sponsor-Scope

82 Sponsor Speaks

52 Spot Buys

82 Ten-Second Spots

16 Timebuyers at Work

78 Tv and Radio Newsmakers

5 5 Washington Week

r of Business Publications
>t Ciri

EBfl

SPONSOR PUBLICATIONS INC combined with TV Executive, tdnonn Circuie
Advertising Offices: 40 £. 49th St (49 b Madisom New York 17. N. Y. Telephone
Hill 8-2772 Chicago Of»ice: 612 N. Michigan Ave Pnone. Superior 7>o63 B"
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 608'
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countri
veai Other Foreign countries $11 per year. Single copies 40c. Printed in USA
all correspondence to 40 I. 49th St., N. Y. 17. N :. MUrray Hill 8 2772 Published
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md

1. Md
$9 a

51960 Sp

ublications Inc.

PONSOR • 17 OCTOBER 1960

To add "atmosphere" to the sales pitch . . .

RCA Special Effects !

Products of your local sponsors can be given that "distinctive" appeal with intri-
guing traveling matte effects. Using RCA Special Effects equipment, exciting slide
or film backdrops can easily be inserted into commercials. You can place an
animated figure into a moving background or add "atmosphere" details that
give results, very simply. The system will accept signals from several sources to
produce a variety of effects.

In addition to traveling matte backgrounds, RCA can provide modules for 154
special effects, including wipes, split screens, block, wedge, circular and multiple
frequency patterns. Any ten effects may be preselected— simply plug ten modules
into the control panel. You get the right effect to add that extra sell to your pro-
grams and commercials every time !
Your RCA Special Effects will sell itself to
advertisers and give your station a competitive
edge. See your RCA Representative. Or write
to RCA, Broadcast and Television Equipment,
Dept. MC-264, Building 15-1, Camden, N. J.
for descriptive booklet. In Canada: RCA
VICTOR Company Limited, Montreal.

RCA Broadcast and Television Equipment • Camden, N. J.

1^".^^

fitted into a backyar

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The Most Trusted Name in Television

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Ju*^ I Li Su»o

KOBY So- '•=-< .re » KSDO So" C90 * KBUZ ***">«

NEWSMAKER
of the week

The bromleast industry is experiencing a turning point to-
ward a netc life in the new year as Florida Gov. LeRoy Collins
takes the post as president of the Motional Assn. of Broadcasters
in Washington. On 4 January, he becomes the 17th presi-
dent of the all-industry group which paces broadcast's meth-
ods and morals. One question being asked by observers: Can
a politician cope with tv/radio communications complexities?

The newsmaker: Florida Gov. LeRoy Collins, 51. an-
nounced some time ago that he would retire from political life and
public office at the close of his gubernatorial term on 1 January of
next year. This move backgrounded submission of his name as a
possible successor to Harold Fellows shortly after the NAB president
died last March. An NAB interim committee of three men as well
as a selection committee of eight — all leaders in the radio/tv industry
— started moves last spring which
were climaxed a week ago (10 Oc-
tober I with the sanction of their
choice for this high post for a
three-year term. There appeared
to be many factors in favor of his
selection, few occasioning any
doubt as to the direction he'll take.

Gov. Collins has been chosen
because of his national prominence
as a governor as well as chairman
of the Democratic National Con-
vention in Los Angeles this past
summer, because he's respected by
colleagues as well as adversaries and has
as an administrator, attorney, and politician.

He's worked diligentlv to expand industrial horizons in Florida and
is believed to have a wide understanding of business and industry.

Some observers, however, wonder how a man adept at these
undertakings can cope with the unique and mounting problems of
broadcasts. NAB's membership numbers more than 2.500 tv and
radio stations as well as the networks. How, some ask. can an execu-
tive with no precise training in such complex fields as am, fm, and
tv — in programing, transmission, operations, advertising, engineer-
ing — grasp needs and spearhead industry action as well as re-
action? But NAB's basic problems are not technical. It seeks (1) to
improve the industry's "image" with government, and the public;
(2 I to forestall national, state, or local regulation by legislation.

Gov. Collins is expected to spearhead imaginatively and forcefully
a task force of NAB pros (some 80 of them I , all of whom are
specialists in specific broadcast areas. His task will be to set the
broad blueprint for action and then to have top professionals — at the
NAB and in the industry — implement this plan. ^

SPONSOR • IT OCTOBER 1960

Gov. LeRoy Collins
iade a distinguished record

Hard-boiled rating service

Let's face it: The toughest rating service news for five years without an interrup-

of all is determined by the sponsor's pen; .. ,_. tion. Sealy Mattress has sponsored the
he either signs a renewal or he doesn't. '^^ 11:10 P.M. weather show for eight years.

And, by this standard especially, we shine ^ Ratings like these from top national ad-

with a gem-like brilliance. For example, ^^ vertisers pay off — for our clients and for
Esso Standard has sponsored our 11 P.M. fc^J us — against any competition.

WJAR-TV

CHANNEL 10,

PROVIDENCE, R.I.

PONSOR • 17 OCTOBER 1960

^^ For years SPONSOR has been my fount of
ideas and facts. It keeps me posted
week after week on vital developments

in radio and TV spot.

HOPE MARTINEZ, BBDO

Hope Martinez purchases SPOT

for the following BBDO clients:

Lucky Strike Cigarettes, Philco

Corp.. Pan American Coffee

Bureau, United Fruit Co.

and B. F. Goodrich Co.

Miss Martinez is one of the "titanic 2000" who finalizes over 95% of all the national
SPOT business sold in America. It will better a billion in 1961. To every station owner and
station representative the name of Hope Martinez is synonymous with time buying at its best.
Needless to say she reads SPONSOR.

TIMEBUYERS at BBDO include not only the men and women who actually buy SPOT but, in
a broader sense, the hard core of media supervisors, account executives, researchers and other
key personnel who work along with them. 87 of these key personnel at BBDO subscribe to
SPONSOR.

Put in another way — 950 out of every dollar spent in national SPOT will be spent by the
men and women who subscribe to SPONSOR. If we're talking figures — these are the
only figures that count.

BREAKDOWN OF SUBSCRIBERS AT BBDO

President, Exec. Vice Presidents, Vice Presidents

Account Executives and Branch Managers 3

Timebuyers — 2

Other media personnel

Research, programing, publicity I

SPONSOR

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

40 East 49th St. MU 8-2772 New York 17

to buy

PURCHASING

POWER RO <=HiSTER

BUY WHEC

Yes ! Buy the Biggest Group of BUYERS!

THE GROUP THAT IS 25 YEARS OLD OR OLDER!

STATION B-82% STATION C-65%

Spec/a/ PULSE Audience Composition Survey March 1960

Choose a QUALITY station for a QUALITY audience!

BASIC
CBS

ROCHESTER, N.Y. I£=-

REPRESENTATIVES: EVERETT McKINNEY. INC.
NEW YORK • CHICAGO • LOS ANGELES . SAN FRANCISCO

SPONSOR

Executive Vice President

Bernard Piatt
Secretary-Treasurer

Elaine Couper Glenn

EDITORIAL DEPARTMENT

Executive Editor

John E. McMillin
News Editor

Managing Editor

Alfred J. Jaffe

Midwest Editor (Chicago)

Gwen Smart
Film Editor

Heyward Ehrlich
Associate Editors

Jack Lindrup

Ben Seff

Walter F. Scanlon

Michael G. Silver

Ruth Schlanger

Diane Schwartz

Contributing Editor

Joe Csida

Art Editor

Maury Kurtz

Production Editor

Lee St. John

ADVERTISING DEPARTMENT
Sales Manager

Arthur E. Breider
Eastern Office

Willard Dougherty

Western Manager

George Dietrich

CIRCULATION DEPARTMENT

L C. Windsor. Manager
Virginia Markey
Readers' Service

Barbara Wiggins

ADVINISTRATIVE DEPT.

S. T. Massimino. Assistant to Publisher
Laura O. Paperman, Accounting Manage r
George Becker; Michael Crocco; Syd Gul
man; Wilke Rich; Irene Sulzbach; Dorotl
Tinker; Flora Tomadelli

SPONSOR • 17 OCTOBER 196C

Bins*"-*"*

Eg JHabch ~~J

teu

Spend your time more profitably
in North Carolina where WSJS
television gives you grade A
coverage of more large cities
than any other station

television
Winston-Salem / Greensboro

CHANNEL 12

SPONSOR • 17 OCTOBER I960

by Joe Csida

KBUZ
&KSDO

The first word in fine music
with high rated audience ac-
ceptance. KBUZ, Phoenix
and KSDO, San Diego have
located the adult audience
and keep them listening to
your clients' message with
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KBUZ San Diego AM

and the all new

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THE GORDON BROADCASTING CO,

Sponsor
backstage

Was great debate worth prime net time?

The best available estimates were that maybe
somewhere between 75 million and 100 million
viewers watched and listened to the first great
debate between two candidates for the office of
President of the United States on all three of the
video networks at 9:30 to 10:30 p.m., EDST on
the night of Monday, 26 September, 1960. Sur-
veys and interviews with the man in the street
the morning after the big argument indicated that, as per usual,
there were those who resented the hell out of the fact that Adventures
in Paradise (not an original, a repeat yeti had to be canceled to
permit the two seekers after the most important office on the face of
the earth to say their respective pieces on the domestic issues.

There were those, and there always will be no doubt. The inclina-
tion of those of us who are willing to forego an exciting dramatic
show with a wooden actor in the lead to hear what the men who may
decide our destinies and the destinies of our children have to say, is
to pooh-pooh the short-sighted nuts who bemoan the loss of such an
entertainment interval. But, as I've noted, the Adventures in Paradise
episode scheduled was a repeat. The titillating fall and winter sched-
ule of entertainment programs had not yet been launched. And let's
face it. the first great debate was inexcusably polite and dull, and
ducked some issues which screamed to be aired.

Now there are three more chapters of his great debate scheduled:
On 7 October Senator Kennedy and Veep Nixon will probably
meet in Cleveland; on October 13 there will be a split screen duel
with the vice president in Los Angeles and Senator Kennedy in
New York; and on 21 October they will argue their respective po-
sitions on foreign affairs in the same studio once again.

\nd I submit that quite possibly the whole future of great de-
bates, in the fullest and truest sense of the words, will be on the line
in these next three conversational duels. For all three of them will
be bucking the best of the new season. And while the television
critics may wail over the continuance of the cowboy shows and the
cops and robbers series, these have proved potency over and beyond
stale repeats of Adventures in Paradise. What they really have that
the initial historic great debate lacked entirely was some 100 r 7 gen-
uine unashamed, uninhibited emotional wallop.

I am fullv aware of the vast need for the two young men w T ho
seek to head the nation, and the free nations of the world to display
dignity and decorum in impressive quantities. The very fact that
each is less than a half-century old makes restraint and the calm
and collected statesmanlike approach a must. But my guess is that if
{Please turn to page 14)

SPONSOR • 17 OCTOBER 1960

Lots of

stations claim
to be dominant.
The August Nielsen
Special Four Week
Report proves
WAGA-TV in Atlanta
is DOMINANT!
1st. in Atlanta!

Over-all share of audience

for period ending August 7 39.1

Station B 36.6; Station C 24.3

waga4yB

THE STORER STATION IN ATLANTA

(NSI Special 4-Week Report August 1960 Metro Area Average Day Part Station Shares M-F 6am-6pm Sun-Sat 6 pm-mid.)

SPONSOR • 17 OCTOBER 1960

sIDEWHEELER^
& FLYING
MACHINES

Don't be detoured. If you
want to move in Metropolitan
New York, you need WPAT . . .
the station that moves millions
throughout 31 counties in New
York, New Jersey, Pennsylvania
and Connecticut. Follow the lead
of the world's leading lines.
They're in transports over the
effectiveness of WPAT . . . where
transportation and travel adver-
tising has climbed to a strato-
spheric 2090% increase in three
short years. There's no doubt
about it, commercials get there
faster on WPAT. And for adver-
tisers, getting there is all the fun.
Here are only a few of the world
travelers who've found out how
much faster and how much more
fun it can be to get there on
WPAT: Arosa Steamship Lines,
Braniff, BOAC, Capital, The
French Line, Irish Airlines,
K L M, National, Northeast,
Northwest, Sabena, SAS, TWA
and United. In the past three
years, all of them have advertised
on WPAT ... the station with
the air of success.

^ Sponsor backstage [Continued from page 12]

they maintain this imperturbable Emily Postish attitude through the
next three debates, the last one will find only a handful of scholars,
historians, and dedicated workers of the Democratic and Republican
parties among the viewers.

Decorum to the point of dullness

From a sheer debate standpoint, each left himself wide open, but
Mr. Nixon chose not to throw a straight, hard right at Mr. Kennedy's
chin, and Mr. Kennedy reacted in kindly kind. It was quite dull,
not to say irritating and unconvincing. The rich, young Senator
from Massachusetts had been making, and in the big debate before
the video nation, chose to continue to make the point that ". . .
I'm not satisfied when the United States had last year the lowest rate
of economic growth of any major industrialized society in the world,
because economic growth means strength and vitality. . . ."

This is such a transparent insult to the intelligence of any voter
that you would have felt that Mr. Nixon would have said so with a
certain amount of heat and passion. Did he? Not at all. He calmly
waited his turn, — and the turn was so far removed in time from the
Senator's initial remarks along these lines that the answer lost its
impact — and then he pointed out with exquisite politeness that:

". . . First of all, I think it is well to put in perspective where we
really do stand with regard to the Soviet Union in this whole matter
of growth. The Soviet Tnion has been moving faster than we have.
But the reason for that is obvious. They start from a much lower
base. Although they have been moving faster in growth than we
have, we find, for example, today, that their gross national product
is only 44% of our gross national product. That's the same percent-
age that it was twenty years ago."

Both underestimate viewer/voter's intelligence

Now, any thinking voter was aware of this for the first time the
papers reported Senator Kennedy's usage of this fact, used in such
an insultingly twisted manner. Yet Mr. Nixon's answer, pertinent
and strong as it was, came only in the summation of the one-hour
debate, the three-minute-and-20-second period, when each candidate
was allowed to wrap up his case. Kennedy's initial statement to this
effect came in his very opening remarks in the earliest minutes of
the program. I'm sure the Republican candidate was following the
sound debating principle he learned way back in high school that
you save your strong shots for your summing up. But I doubt it's
effectiveness in this case.

And I decry more than the positioning of his answer, the complete
lack of honest vehemence in his presentation of it. I had the feeling
he should have charged Senator Kennedy with insulting the intelli-
gence of the American voter. Maybe he didn't because there were
certainly statements made by Mr. Nixon, in rebuttal to which Mr.
Kennedy could have made a like charge. Maybe Herb Klein and
Bobby Kennedy and their advisors all signed a pre-debate pact to
be calm and dignified and imperturbable and unemotional about the
whole thing. Maybe they intend to continue in this manner through
the next three stanzas.

My concern is, that if they do, most viewers will wind up voting
for Gardner McKay. ^

SPONSOR • 17 OCTOBER 1960

It's traditional in the theater. When the houselights
come up, the audience disappears into the lobby . . .
the sidewalk ... the rest rooms. Fine for the theater.
|ilVlurder for television.

| '~or on TV, the intermission is the thing. It pays the
Teight. The most you can ask of the show is that it

fill the house with the people you want. It's up to
the commercial to hold the audience in their seats . . .
and sel| them ... for three minutes of intermission.
Obvious? Sure!

Overlooked? Often! Which is one thing we try al-
ways to avoid at Ayer. The commercial is the payoff.

N. W. AYER & SON, INC.

ONSOR • 17 OCTOBER 1960

FRESH MONEY!

Research Triangle Park
Unleashes New Buying $

You have a new. solid reason for sched-
uling WPTF. The North Carolina Re-
search Triangle Park has progressed
from "dream" to reality. Early estimates
that the Park will attract research in-
stallations employing 7,000 persons ap-
pear conservative.

FIRST to be completed was the multi-
million dollar Chemstrand Research Cen-
ter. Following closely will be the Re-
search Triangle Institute headquarters,
the Dreyfus International Center for
Polymer Research, and the U. S. Forest
Service eastern regional laboratory.

MORE WILL FOLLOW. The three institu-
tions which form the Triangle already
provide the largest concentration of re-
search personnel in the South. (North
Carolina State at Raleigh, Duke Univer-
sity at Durham, the University of North
Carolina at Chapel Hill.) Now. with the
4,600 acre Park a going operation, the
future development will be substantial.

SCHEDULE WPTF ... a better buy than
ever. And don't hesitate to call if we
can help you or your Southern manager
open doors in this exciting, new segment
of our market. Our towers are practi-
cally next door to the Park and we are
intimately familiar with the area's trade
patterns and potential.

50,000 WATTS 680 KC

NBC Alliliole lor RaleighDu'ham

and Eoiiem North Carolina

R H. Mason, General Manager

Gus Youngsteadt, Sales Manager

PETERS, GRIFFIN, WOODWARD, INC. I

Timebuyers
at work

Nate Rind, Doyle Dane Bernbach, New York, would like to see
current competitive media information more readily available. "The
existence of such publications as Media Records, PIB. LNA-BAR
and sundry reports on spot radio activity testifies to the importance
of competitive advertising activity in the media business. Frequently,
the material is used in the prepara-
tion of media and budget recom-
mendations, and this form of media
cooperation works to the benefit of
the medium as well as the agency.
If the information were not impor-
tant, the time, money and effort in
accumulating this data would not
be expended. The various media
are often happv to make known
the activity of competitors in their
publications and when making
presentation?. Published competi-
tive data are rarely current. In order to get this information, direct
contact with media is necessary. Some publications and stations re-
spond immediately. A minority, unfortunately, do not. It is part of the
selling operation and constitutes a legitimate request. The same medium
which refuses will probably request a service someday of the agency."

M\ik

advertisers seeking to heavy up
prime consideration has to be
requirements." Dube points out.

Jack Dube, Cole Fischer & Rogow. New York, sees sponsorship of J
syndicated programs as a media strategy not to be overlooked by I
in certain markets. "Of course the ml
individual marketing and product )
'but if these conditions allow, there
is a great deal to be said for invest-
ing in syndicated shows. To begin
with there is significant prestige to
be had from sponsorship of a pro-
gram. And this approach offers
the advertiser an opportunity to
air his one-minute announcements
during prime time. Furthermore,
product identification with a pro-
gram offers vast merchandising
possibilities. Both the trade
the consumer are susceptible
this t\pe of program-oriented mer-l
chandising. Dube suggests that '"when network clearance difficult
are encountered, syndicated program buys may provide the answ
These are some of the main reasons why. though it's probably les>
of a task to recommend spot purchases in a given situation. I feel
timebuyers ought to explore the feasibility of show sponsorship.

SPONSOR • 17 OCTOBER 196<

yHUi

r ■ 'Mm-

Tfr

nip

^■Pi^ : ■

v r

Really, dahling, anybody ivho is SOMEBODY is on

WING in

•>•

True, more national and local somebodies adver-
tise on \^ IXG than on any other Dayton station.
There must be a reason! Get the FACTS from
your East/Man or General Manager Dale Moudy.
Find out why high-flying WING has become the
pivot point for all national and local bins in
Dayton.

robert e. eastman & co., «*

national representative

TiMEBUYERS...

write a caption for this picture
and win S25 CASH! Deadline
October 30. Winning caption
will appear in November -1 issue.
Give vour entry to your East,' L
Man. or mail to WING, Talbott ~
Tower, Davton 2. Ohio

This month's Caption Winner:
Esther V. Andersen. MaeFar-
land. Aveyard & Co.. Chicago.
Illinois

AIR TRAILS static

; WEZE, Boston; WKLO, Louisville; WING, Dayton; WCOL, Columbus; and WIZE, Springfield, Ohio

ONSOR • 17 OCTOBER 1960

No significant difference!

This was the verdict of
the A. C. Nielsen Company
following their qualitative
analysis of the audiences
of two New York TV stations
-the leading Network station
and wpix, the prestige
independent. This special study
provides a direct comparison
of the audiences of both stations
during the hours 7-11 PM,
seven nights a week:
FAMILY INCOME
HOME OWNERSHIP

AUTOMOBILE
OWNERSHIP

SIZE OF FAMILY

AGE OF HOUSEWIFE

OCCUPATION, HEAD
OF HOUSEHOLD

Nielsen states: "None of
the comparisons yielded a
significant difference."

Saying it another way, the
"content" of a rating point
on wpix and the leading
Network station is the same!
(Details upon request)

where are
your

60-second

commercials

tonight?

the prestige
independent with
network
audiences!

Most significant tv and radio

news of the week with interpretation

in depth for busy readers

*> SPONSOR-SCOPE

17 OCTOBER I960

C.pyrlgtat IMO

PUBLICATIONS INC.

The hottest rumors along Madison Avenue these days relate to this : some giant
automotive or another is being on the verge of getting a separate agency for a com-
pact.

Admen who are in pretty close touch with Detroit's problems think that type of divorce-
ment is at least a year off.

It can't, they say, become a trend until much of the turmoil in marketing and
factory-dealer relationships created by the compact revolution has been resolved.

The frictions are not only in the factory-dealer area, they also involve agencies. For
instance, one agency is having a nerve-wracking time getting clearances from the Detroit boss
on copy pertaining to the compact line.

But the key question plaguing the factory is this: do you sell them as twin cars or
do you sell the compact all off by itself, and competitively?

And, of course, any spinoff trend will depend on the answer to that conumdrum.

For the big and medium-sized reps September turned out to be one of the
biggest months ever in terms of gross business written.

A cross-check estimate put the increase for tv somewhere between 20-25% and for spot
radio, 10-15%.

Carter's Pills (Bates), with refurbished copy and the word Liver extracted, has
swung back into spot tv, placing — something that's not so common — 26-week sched-
ules.

Other national spot tv activity includes: Brillo (JWT), two flights, one 10 weeks
and the other, starting January, 29 weeks, three minutes a day; Betty Crocker (BBDO) ;
Spic & Span (Y&R) ; Calumet baking powder (FCB) ; Welch's grape jelly (Manoff) ; Maytag
and Brown Shoes (Burnett) ; Robin Hood Flour (Kastor) .

Kraft Parkay (NL&B) is about to request availabilities.

In radio, Wander's Mivitine (Clinton E. Frank) is buying introductory markets. The
budgets call for heaw saturation.

For those sellers of television who are griping about finding it tough to get a
response out of Lever on its first quarter buying possibilities, here's an insight into
what's going on:

1) In momentary command of selling expenditure at the topmost level is the camp that
favors pouring more money into promotion than into advertising.

2) The pro-advertising camp thinks that the longer the company holds off making deci-
sions the better will be the chances of walking into a tv buyer's market.

The promotion-minded element in the company has this figure on their side: the presi-
dent himself, M. C. Mumford.

Net result: a blurred picture of advertising direction, policy and authority.

Local spot should be benefiting from the new Renault (Kudner) policy which
is to put more advertising emphasis at the dealer level.

Renault's president, Maurice Bosquet, enunciated this step last week when he assumed
sales policy direction for the company in the U.S.

The French car's first job had been to get identity through national advertising and now
the task is to build ample area support for its 800 dealers.

• 17 OCTOBER 1960

SPONSOR-SCOPE continued

Watch for Minnesota Mining & Manufacturing to launch an advertising cam-
paign to educate ad managers, agency management and account men on the advan-
tages of tape for video commercials.

The main objective: to counter the opposition tape has been getting from many
agency commercial producers who prefer to play along with film.

Suggestion from the tape studios: because most commercial producers aren't equipped to
handle live commercials (tape) as well as film, it would be to the bigger agency's advantage
to have two specialists with equal authority, one for film and the other, tape. Such an
arrangement already prevails at BBDO, with each man in a position to relate why his medium
would serve the particular project better.

As it turns out this year the national spot shoe fits very nicely for stations in
the key radio markets.

They're being well loaded with automotive and other accounts until the latter part of
November, which makes it possible for them to take on lots of pre-christmas adver-
tising from local retailers.

The stations like it when they can give such customers plenty of frequency around the
clock during these heavy gift-buying weeks.

Coca-Cola's expansion activities, according to estimates, should find the com-
pany spending at least $20 million for advertising within the next two years.

What with offering a full line of beverage flavors, orange juice (Minute Maid) and one
of the largest of instant coffee brands (also Minute Maid), the company has easily achieved
the billion-dollar class in sales.

The "debate*" fever among tv and radio stations is spreading around like a
Kansas grass fire.

For easy confirmation scan the reports contained under Public Service in sponsor's News
and Idea Wrap-up lately.

Politicos of every description and rank are being hauled to free mikes and
cameras to confront their opponents and even answer questions phoned in during the
exchange by viewers and listeners.

It's the hottest programing genre that's come along the pike in years and, as one rep put
it. the stations in their excitement are giving away free something that used to bring them a
tidy income.

A migration that caused somewhat of a surprise in Madison Avenue media
circles : Hal Miller from Benton & Bowles, where he has been associate media director.
to Grey, where he'll have the same title.

Miller's chief at Grey will be Larry Deckinger, with whom he worked at Biow just
prior to his coming with B&B five years ago.

NBC TV will hold its annual affiliates convention at the Plaza in New York City
on 16-17 November.

Says the network : the affiliates' board of delegates hasn't so far indicated that it
will have some new proposals, like more station break time, more minute participation* I
for spot sale in network programs, etc.

(See page 29 for what some stations want in the way of sales opportunities.)

For other news coverage In this issue, see Newsmaker of the Week, page 6;
Spot Buys, page 52; News and Idea Wrap-Up, page 70; Washington Week, page 55; SPONSOR
Hears, page 58; Tv and Radio Newsmakers, page 78; and Film-Scope, page 56.

SPONSOR • 17 OCTOBER 1960

,,:.

e eavesdropped on a hurricane!

From the time severe hurricane "Donna" was
pawned in the churning Caribbean, this station
istened in on her progress, and reported calmly and
factually to our TV viewers and to our radio listeners.

We reported the crashing rain-drenched path of
Donna" through the Bahamas . . . the terrible devasta-
ion of Marathon Key. . . . We traced the turn to the
lorth that sent the killer storm crashing into the
^lorida mainland, and toward heavily-populated
ampa-St. Petersburg. . . .

The storm picks up speed. . . . Cape Sable is

. . Fort Myers reels under 130-mile winds. . . .
iVe pick up the first communication from this hard-hit
my. . . . Tampa battens down. . . . Families evacuate
,ie low areas and the Gulf Beaches, the orders go out

ver WFLA-TV and Radio.

Sarasota staggers

under "Donna". . . . and Bradenton, Arcadia,
Wauchula. . . .

Then WFLA News Director Jerry Harper,
boarded up in the Tampa weather bureau, says: "The
eye of the hurricane will pass east of the Tampa Bay
area, going directly over Lakeland.". . . Tampans and
the beach residents breath a sigh of relief, while the
folks east of us dig in for the worst.

And so it went on. ... 36 hours of grinding vigil,
eavesdropping on a hurricane, by WFLA personnel to
bring our viewers and listeners the minule-to-minute
facts. ... a tremendous example of how the immediacy
and thoroughness of electronic journalism can inform
accurately, factually; stifling rumors, helping to keep
death and damage down and assisting local govern-
ments maintain order.

Another WFLA-TV first. To inform
the more than one-thousand deaf
persons in the path of hurricane
"Donna" — this station arranged
with Mr. Roy Carter, who himseif
does not hear, to re/ay all hur-
ricane bulletins in the sign
language of the deaf.
In addition, a Spanish speaking
newsman was utilized to broad-
cast in that language for the
benefit of the nearly 50,000 Latin
people living in this area.

The big busy 28-
County Safes Area
blanketed by
WFLA-TV,

wffo-fv GO K

ESENTED NATIONALLY BY BLAIR-TV

'ONSOR • 17 OCTOBER 1960

CREATIVITY . .

wfmy-tv creates

sales in the nation's 44th marker

This ancient Indian pottery is a product To sell the nation's 44th market* (44 coun-

of someone's innate ability . . . creativity. ties, 17 cities in all) . . . where 2.3 million

Here in the Industrial Piedmont the one customers have $3.2' billion dollars to spend

station with the proven ability to create . . . call your H-R-P rep today.

SaleS iS WFMY-TV. *Source: Television Magazine, 1960 Data Book

SPONSOR • 17 OCTOBER I960 1

49th and
Madison

Basics

I found your "Timebuying Basics"
most interesting. I think other peo-
ple in our shop would feel likewise.
Would it be possible to have more
copies?

Carol Brosmer

timebuyer

Meldrum and Fewsmith, Inc.

Cleveland

Reprints of "Timebuying Basics" and other
■ections of SPONSOR'S Air Media Basics are
available at nominal cost.

! More on Negro supplemenf
I would like to call your attention to
an obvious error in the special Negro
market section of the 26 September
SPONSOR, page 20. You list the Wash-
ington, D. C, market as being 53%
Negro. Against this you show a total
population of over two million peo-
ple and a Negro population of 600,-
000.

As a matter of simple arithmetic,
your answer should be approximately
30% rather than 53%.

As a matter of fact, you show a
similar 53% figure on page 18 and
do not make it clear whether you are
I referring to the city or the market.
I There are a little more than two
million people in the five-county
j Metropolitan Washington Area. Ac-
cording to the Census, 746,958 of
J these people live in the District of
(Columbia. The correct figure on the
Negro population I would estimate to
be about 53% of this 747,000, or
about 420,000. This amounts to about
21% of the total market population,
not 53%.

I would suggest that when you ac-
cept figures from someone with an
axe to grind, you check their accu-
acy.

Ben Strouse
president
WWDC
Washington, D. C.

population of the Washington Area as
ired to the total Washington Area popula-
tion is around 30% rather than 53% as indi-
eated on page 20 of SPONSOR'S 9th Annual
Vegro Supplement (26 Sept.). However, be-

SPONSOR • 17 OCTOBER 1960

cause of an incomplete explanation, percent of
Negroes for practically all of the 47 markets
listed does not correspond with the total Ne-
groes and total population figures. The three
columns should have been clarified as follows:
Negroes, 1958 (metro area); Total population.
1959 (metro area); % Negroes (city only).

I was delighted to contribute an artl
cle for the annual supplement on Ne-
gro radio.

Unfortunately, the gremlins thai
fly around linotype machines were al
work. On page 50, the third para-
graph begins "Lastly, it is
time to abolish the concept of broad-
cast apartheid" — this of course was
exactly the opposite of what I meanl
and what I said in the copy sent you.
The copy read, "Lastly, is it not time
to abolish the concept of broadcast
apartheid."

I would appreciate your noting
this correction in the event certain
readers may have read the article
quickly.

Peter M. Bardach
media supervisor
Foote, Cone & Belding
N.Y.C.

Response to radio series
I just want you to know that your
recent series on radio's creativity at
the grass-roots level is one of the
brightest things any trade magazine
in our field has ever done. My hope
is that the series will create a new
dimension of interest among time-
buyers — that they will be inspired to
inquire about the station's point of
difference in its market, rather than
just what its ratings are.

Radio is on the threshold of an
era of greatness the medium has
never known. And why not? As
sponsor so well points out in your
series, now there are over 3,000
sources of creativity, rather than just
3 or 4.

It's great — just great!

Ernie Tannen

owner

The Eastern Shore Bdcstg. Co.

Pocomoke City, Md.

FOR 33 YEARSI

the STORE R station

backed by 33 years

of responsible broadcasting

CALL KATZ

f ' f l M

/ dl J \dxdydz ~ ~ I ~ K^4x\dx^dx i dx i

q l V\ - q 2 Vl

(«£)•!

m 3

m + j T + g™? 4 +

VI - ? 2
«/ / mq

1 - ? 2

-h s h x -+Kk 2 + V+h,*) '

-e.e* +^(ex 2 + e y 2 + e e 2 )

Jks£ a matter of Relativity)

IHARLOTTE IS FIRST TV MARKET IN ENTIRE SOUTHEAST WITH 636,900 TV HOMES*
VBTV DELIVERS 55-3^ MORE TELEVISION HOMES THAN CHARLOTTE STATION "B"*

* Television Magazine — Sept. 1960
*ARB 1960 Coverage Study-
Average Daily Total Homes Delivered

LET'S COMPARE MARKETS!

JEFFERSON STANDARD BROADCASTING COMPANY

UIBTV

CHANNEL 2 ® CHARLOTTE

CHARLOTTE

ATLANTA

MIAMI

MEMPHIS

BIRMINGHAM

LOUISVILLE

NEW ORLEANS

NORFOLK

RICHMOND

636,900
528.500
517,600
462,600
420,700
418,900
363,500
297.700
265,800

^ SPONSOR

17 OCTOBER 1960

TV OUTLETS

WANT LONGER
CHAINBREAKS

Major goal of affiliates is secur-
ing more time during chainbreaks,
by means of: more daytime
breaks; ending daytime shoivs 35
seconds early; mid-program 40-
second breaks in nighttime hour
shows; sale of two 20's at night

THE COUNTER-ATTACK

ON SPOT CARRIERS

Top affiliate operators propose seven steps to ease their selling,
made difficult by greater web flexibility. Here's the network answer

w\ seven-point comprehensive pro-
posal to help tv affiliates out of the
Ipot selling squeeze brought about by
betwork selling practices has been
Irawn up by a group of influential
I. but anonymous) affiliate station
owners and managers.

The proposal contains specific sug-
gestions to (1) end confusion in the
!irea of product protection, (2) in-
PONSOR • 17 OCTOBER 1960

crease the size and number of station
breaks between and within network
programs, (3) open the local sale of
unsponsored network programs, and
(4) revise placement of commercials
and credits within network shows.
The affiliates' aim is a solution "with-
out undue hardship to the networks
and without inflicting on the viewer
an undue amount of commercials.

The seven points were made neces-
sary, their authors said, because "as
network selling becomes more and
more flexible, the affiliates' position
becomes increasingly rigid. You
might say that the networks are selling
more these days, but the affiliates are
enjoying it less."

Of significance to the industry was
the apparent acceptance of the fact

Networks are adamant against any
station plan to cut program time

thai networks will continue selling
like spot, with spot carriers, scatter
plans, multi-participations, short-flight
selling; and that specials, cross-plug-
ging and other manifestations of net-
work flexibility were here to stay.

Stations and their representatives
had fought these practices in the past.
With these proposals, at least some of
them are saving that they are not try-
ing to stop Avhat appears to be the
inevitable, but are trying to salvage
what they can. The following seven
steps are designed, therefore, to "re-
store at least a part of the local sta-
tions' flexibility and potential revenue
that has been lost" as network opera-
tions have become more flexible.

Regarding product protection of
network advertisers:

Point One — Provide as much notice
as possible of sponsorship changes
and not hold the affiliates responsible
for product conflicts attendant thereto
short of a lapse of 28 days from the
giving of such notice.

Point Two — Review the whole
problem of product protection with a
view toward restricting advertisers to
fewer products for protection pur-
poses: specifically, restrict the num
her of products of the parent com
pany that can be carried in a major-
minor program purchase. Moreover,
restrict the products carried in the
sponsored program.

Regarding station breaks between
and within network programs:

Point Three — Provide the stations
with additional minute breaks be-
tween commercial network programs
in the davtime in lieu of conventional
20-second and 10-second break posi-
tion-.

Point Four — Permit in stated policy
affiliates to sell daytime minute an-
Douncements adjacent to unsold net-
work programs, accommodating such
by ending these programs 35 seconds
earlv.

grams in which a station break would
be an intrusion, eliminating the
middle break therein, stations to be
given 40 seconds before and after
such programs to allow the stations to
partially recapture the revenue lost
by the elimination of the break posi-
tion at mid-program point.

Point Six — Work toward the sched-
uling of nighttime network programs
so as to permit the affiliates to sched-
ule up to two 20-second announce-

ments between programs.

Regarding the sale of unsponsored
network programs:

Point Seven — Permit affiliates to|
sell locally unsold minutes in network
shows on a two-week recapturable
basis.

Network reaction — from CBS and
NBC — ranged from outright agree-
ment on some points to a flat "abso-
lutely no!" on others. ABC declined
to comment on any of the points.)
Agency reactions, which show signs
of being quite outspoken on some of
the suggestions, will be covered by
SPONSOR in its next issue.

On Point One, asking for 28 daysl

A SEVEN-POINT PROPOSAL

AFFILIATES' PLAN

PROVIDE as much notice as possible of sponsorship changes anc
not hold the affiliates responsible for product conflicts attendant
thereto short of a lapse of 28 days from the giving of such notice!

I REVIEW the whole problem of product protection with a view towartj
restricting advertisers to fewer products for protection purposes]

PROVIDE the stations with additional minute breaks between cor
mercial network programs in the daytime in lieu of conventions
20-second and 10-second break positions.

PERMIT in stated policy affiliates to sell daytime minute announce
( ments adjacent to unsold network programs, accommodating sue
by ending these programs 35 seconds early.

i PROVIDE middle breaks in all hour-long shows currently on till
k schedule or planned for the future whose formats allow such bresl-
' without harming the program's content.

Work toward the scheduling of nighttime network programs so «
to permit the affiliates to schedule up to two 20-second announcM
ments between programs.

Permit affiliates to sell locally unsold minutes in network shew
on a two-week recapturable basis.

*ABC TV declined to comment on any of the points.

2;;

SPONSOR • 17 OCTOBER VM

notice, CBS's spokesman declared,
"We give them as much notice as pos-
sible on sponsorship changes. It is
the affiliate's responsibility, of course,
to use the chainbreak at its own
discretion. However, when a conflict
exists, the network endeavors to have
it eliminated."

NBC's stand on this point: "Con-
sidering the over-all tremendous vol-
ume of separate clients and product
advertising being currently serviced,
there are a negligible number of occa-
sions on which stations receive less
than 14 days prior notice (the time
required in spot contracts for
, changes) on which to shift local an-

nouncements to avoid conflict between
network and local advertising."

On the matter of product protec-
tion, Point Two, both networks agreed
that restrictions are needed. CBS
said it "took the initiative in breaking
down the type of competitive product
separation that carried over from
network radio. We will continue to
exert every effort in terms of educat-
ing and convincing advertisers that
competitive product adjacency should
be viewed in the same manner in net-
work television as in other media."

The NBC statement: "The NBC
network has been a leader since the
inauguration of network tv in progres-

sively limiting the extent of adver-
tiser product protection. It should
be borne in mind, however, that it is
the network advertiser who primaiih
supports the medium through pay-
ment of the cost of network programs
which create the value of the adjacent
station break availabilities.

"Hence, it is unreasonable to sug-
gest further limitation on the prod-
ucts which the network advertiser
may feature on the programs for
which he has paid."

Point Three, calling for more min-
ute breaks in daytime, and Point
Four, suggesting ending daytime
(Please turn to page 42)

ID THE REACTION OF TWO TELEVISION NETWORKS*

CBS POSITION

NjWORK'S responsibility is to give as much notice as
Jhitde on sponsorship changes; affiliate's responsibility is
oje break at own discretion. We try to eliminate conflicts.

continue to exert every effort to convince adver-
t competitive product adjacency should be viewed in
! manner in network television as in other media.

provide specific places in the daytime schedule where
^ates may schedule one-minute spots, by eliminating 30's
iddle of half-hour shows, adding them to end.t

answer to Point Three.

Tj'-N full hour show is sold to two half-hour sponsor!

j,.^c is provided. A sponsor buying an entire hour is

to an hour uninterrupted by local commercials.

|iOLUTELY NO!"

(permit this) from time to time when feasible, where
0yve the right insofar as our agreements with the pack-
(<and sponsor are concerned.

i nearly all dally p

NBC POSITION

THERE are a negligible number of occasions on which sta-
tions receive less than 14 days prior notice on which to
shift local spots to avoid conflicts with network ads.

NETWORK advertiser, by his support, creates valuable adja-
cencies. Hence, it is unreasonable to further limit the prod-
ucts which he may feature on shows for which he pays.

INFORMATION from major affiliates indicates that there is
a large potential in 10's and 20's, and these stations desire
the retention of the 30-second mid-program break.

"IT should be noted that ABC provides a significantly lesser
number of mid-program breaks which are highly salable in
major markets."

NO other advertising should interrupt a one-hour sponsored
program paid for by a single advertiser; not proper to ask
him to relinquish time at end of show for local advertising.

IMPROPER to suggest that effectiveness of network client's
ads be reduced even in the slightest by cutting program
time, or adding additional messages adjacent to his time.

DID this until board of delegate's meeting prior to fourth
quarter of 1960. Affiliates did not desire to be burdened
with co-op fee necessary to recover network program costs.

ONSOR • 17 OCTOBER 1960

SHIPMENTS: DO THEY
FOOL AIR CLIENTS?

^ Fall buying season sees renewed station charge
that ad agencies give smaller markets short shrift

^ They say media budgets often favor key wholesale
distribution points rather than retail sales areas

' arehouses are beginning to
bulge this month as carloads of pack-
aged goods are shipped to distribu-
tion points before the rush of Thanks-
giving. Christmas and winter busi-
ness to consumers.

Because this pipeline activity is ac-
companied by heavier spot business
— an invariable feature of each year's
last quarter — but for other less obvi-
ous reasons, too. broadcasters have
been noticeablv more vocal this vear
in their complaints that spot market
lists are being weighted heavily in
favor of key wholesale distribution
centers rather than reflecting actual
point-of-sale data.

Typical of the broadcasters' com-
ments is this from Paul J. Miller,
managing director of WY^ VA. \Y heel-
ing. W. Va. : "Advertisers miss half
their sales potential if they don't
give the point-of-sale areas due con-
sideration, along with distribution
cities, in ad campaigns.

"Distribution set-ups are mostly
planned on the basis of state lines as
boundaries. . . . Merchandise credited
to the distribution area in larger
cities is not all used in those cities.
(yet) the agency gives those cities of
distribution advertising in proportion
to the business done."

Similar allegations have been
voiced to sponsor by Edward J.
Fitzgerald. Jr. of the Long Island
(N.Y.) Network iWGBB. WGSM),
H. Needham Smith of WTRF-TV,
Wheeling, Harold B. Barre of WRVA,

Richmond. Va.. and Paul Bain of
KOB-AM-TV. Albuquerque.

They contend, for example, that a
Wheeling or Steubenville is omitted
by a food or drug client who puts
his advertising money into Pitts-
burgh, the wholesale center. Yet the
stations say these smaller, peripheral
cities should not be omitted because
each accounts for significant retail
sales.

Admen last week commented on
these main station allegation;

1. That good retail markets are
bypassed in favor of wholesale cen
ters.

2. That retail sales are not, there-
fore, taken into account when the
basic market lists are prepared for
a campaign.

3. That national food and drug
chains are equally remiss in heavy-
ing-up in cities which are credited
with bulk shipments when actually
these distribution points reship a
large proportion of this merchandise
to other areas.

4. That a lot of consumers are
therefore not reached, even though
they are the ultimate users of a given
product.

New York media and marketing
professionals say that these charges
are. in some instances, true. But
they are unanimous in saying thi
kind of marketing pattern and medi
usage is not true for established
products or for large, corporate na-
tional manufacturers.

Courtesy of J. Leo Cooke

SPONSOR • 17 OCTOBER 196

Here's why. Warren Bahr, vice
president and associate media direc-
tor of Young & Rubicam, explains
that allocations are made as a percent-
age of sales, and the markets and
media selections over-all therefore
balance to match population.

This pattern, though true of pack-
aged goods, would not necessarily ap-
ply, of course, to other types of prod-
uct lines or to specialized items. Sun-
tan lotion, obviously, will always sell
better in certain areas, as will such
specialized lines as cold remedies,
anti-freezes, luxury goods, beer, grits,

i and such splinter-market products.
Bahr explains that the large corpo-

; rate manufacturer distributing na-
tionally knows exactly where his sales

i come from and, therefore, does not
miscalculate and put too much ad-
vertising stress in some areas, too
little on others. But, adds Bahr, the

smaller national manufacturer — the
family owned company, for example
— doesn't spend the kind of money
this sales check requires.

"Smaller companies don't have the
kind or size of field force or sales
organization which keeps on top of
every outlet in every area, and they
don't have the money to spend on
elaborate agency marketing surveys,
the Nielsen Food or Drug Index or
material available from the Market
Research Corp. of America," he says.

And store audits are difficult to
come by without these tools, says
Frank Heaston, marketing director
of Gardner Advertising Co., New
York. Bigger advertisers also are
able to get more complete data from
wholesalers and distributors who, he
explains, now are automated in many
cases and can break out exact figures
on Avhat was shipped where and when.

Heaston points out also that some
areas are deliberately omitted from
market lists for valid marketing rea-
sons. "A new product, for example,
may be pushed hardest in wholesaler
or broker territories because the
manufacturer wants to gain maxi-
mum distribution. And often it's
necessary to impress these people be-
fore you impress the consumer."

There are other instances in which
certain markets might be omitted,
even though the general pattern is to
match advertising to sales to people.

Bill Birkbeck, media buyer at Cun-
ningham & Walsh, says that a sales
drop is an automatic index to re-
appraisal of the market list. De-
pending on the product — which so
much of marketing and buying does
— "We may then add some markets
where we need more sales and slacken

ii!!!ii;i!ii:!i:ii!iiii!i!ii:![i:!;i!:;!ii:...::iiii!!i:ii: , : , :;!!!iiiiiii!;!iiiii!!!!iii!:;:ii!![!i;

HOW MAJOR AGENCIES TRY TO AVOID GUESSWORK

Wholesale shipments figures are important, but actual retail sales figures in specific
markets are more vital to media selections. Below is typical big agency analysis
compiled quarterly to show territories by cases sold per 1,000 persons, sales
ranking, number of tv homes impressions, percent of total sales of item each
market accounts for. But this type of analysis is elaborate and expensive

6re$i tv
Sates Mf nit '59 bone inprtssiou
house holdj (000) per ftr. (000)

Boston

28.8

1,046.5

897.0

1.90%

Hartford

18.9

828.8

500.8

.97

Providence

25.8

527.4

465.2

.83

Portland, Me.

20.4

531.2

340.1

.69

Albany

15.9

414.4

320.9

.38

Manhattan
Brooklyn
Newark
Pateraon

N.Y.

Diet.

9.9

4,662.6

1,975.4

2.74

Pittsburgh

28.4

935.7

809.6

1.70

nusloicn

20.8

749.9

690.4

.98

ONSOR • 17 OCTOBER 1960

ADVERTISING i

now being matched in many instances to tv coverage
by Frank Heaston, marketing manager of Gardner Ad

wholesaler-distributor lin

changed to meet

eas, as with Busch
New York. Former
by tv coverage

in others from which we might have
to take money."

'"Markets are very carefully selec-
ted, despite what some stations think.
And even though it really isn't their
business to know why their city isn't
on our basic list, we'll usually explain
to them even though some of our
thinking might seem to them ab-
stract."

Jerry Arthur, vice president and
media director of Donahue & Coe,
New York, cites the importance of
television in this marketing era and
points out that his shop and its clients
tend to base their allocations on tv
coverage patterns. He thinks that a
radio station, therefore, might have
a more legitimate point to make about
its market being omitted even though
it's a good retail sales area.

"A full pipeline," he says, "is just
one part of the complexity of mar-
keting. An advertiser is interested
only in getting sales, yet one factor
which a lot of stations forget about is
the advertiser's cost of getting those
sales." Sometimes the cost ratio is
t.H, high, even though the market
may be an excellent one for media
and their reach.

The marketing vice president of
one of the top 10 agencies, whose
management maintains a "no official
comment" policy, told sponsor that

"Advertising just doesn't follow dis-
tribution set-ups; it follows popula-
tion or media coverage areas, and it's
as simple as that.

"There are some instances of un-
usual products where different mar-
ket adjustments are made, obviously.
Beer has a higher per capita consump-
tion in the North than in the South.
A decade ago, soap sold better in the
Midwest because the water was hard-
er there. These are the type of fac-
tors considered in market selection.

"Another element, however, is that
the smaller grocery or drug adver-
tiser will sometimes try to advertise
beyond the consumer in order to im-
press chain store and distributor peo-
ple. A major marketer, however.
would never be so short-sighted as to
avoid reaching his ultimate consumer.
Anyone who thinks he would is being
ridiculous!"

The problem of tracing sales is a
tough one, the admen agree. And sta-
tions are correct in charging some
clients with not knowing where their
case shipments travel beyond the ma-
jor distribution or wholesale point.
This is particularly true of chain
stores, which ship from their own
warehouses with merchandise fan-
ning out over broad areas. And it's
true of the manufacturer who ships
(Please turn to page 50)

RADIO

^ John's Bargain Stores
up from 24 to 144 outlets
since radio debut in 1955

^ East Coast retailer runs
heavy spot schedule in three
cities, extras for openings

Last week John's Bargain Stores
opened an outlet in Scranton, Pa.;
a week before, in Washington and
Brooklyn ; the week before that, Long
Branch and Riverside, N. J.

And so it goes, week after week,
with no end in sight. John's latest
count is 144 stores in six eastern sea-
board states plus the District of
Columbia, and the chain has big plans
for further south. John's added spot
radio to its previously all-print media
lineup five years ago, when 24 stores
comprised the entire chain. Volume,
now at approximately S30 million per
annum, was in the neighborhood of
$10 million in those days.

Radio's bugetary share started off
at a rather modest 3%, but rose
steadily and today is 20 % of the
over-all budget, which, obviously, is
considerably higher than it was five
years ago. And the 209£ does not in-
clude spot barrages with which John's
frequently fanfares new store open-
ings.

The regular lineup includes WMCA.
New York (61 spots per week):
WHOM. New York (25 spots) ; W1P.
Philadelphia (33 spots), and WPAC.
Patchogue, L. I., N. Y. (50 spots).
John's buys all 60-second announce-
ments, having found them the best
length for its message. Heaviest em
phasis goes to the hours of 6:30-10
a.m., at which time listeners are urged
to come out and take advantage of the
day's bargains. The 4:30-7 p.m.
traffic hours also draw a healthy dose
of John's radio spots. The chain is
on the radio during the hours in be-
tween but to a lesser degree.

In addition to this regular schecl
ule, John's has been having a great

17 OCTOBER 1960

HELPS CHAIN'S 500% GROWTH

deal of success with one-week blitzes
of 100 spots or more in conjunction
with openings of new stores. In the
midst of Hurricane Donna, John's
ran 100 spots apiece on WDOV and
WKEN, Dover, Del., to plug an open-
ing there. The first-day turnout was
reportedly "tremendous" and radio

■ gets full media credit, since print ads
didn't begin until two days later.
Latest store-opening, 100-spot salvo
was fired off via WARM, Scranton,
last week.

John's first found out what it had
been missing when, five years ago, it
tried radio in Patchogue, L. I., to

5 remedy a sagging sales situation there.
Its advertising dollars were pulled out

' of local print media and invested in
announcements over WPAC. The sta-

tion's continuity director Ted Royce
wrote, produced and acted out a
series of humorous spots for John's
Patchogue branch. Within three
months, Royce reports, the store rose
from a "C" to an "A" classification,
in the chain's terminology, which
meant one of its weak sisters was
selling up there with the best of them.
And Royce has been with John's ever
since, serving now in the capacity of
radio advertising manager.

Royce creates both live and elec-
trically transcribed announcements
for John's. The live material usually
deals with the day's specials, and runs
primarily in the 6:30-10 a.m. time
block. Copy urges listeners to get
right down to John's for the bargains,
and according to Royce the merchan-

dise is usually sold out by 10 a.m.,
so it's necessary to cut off those an-
nouncements.

For the rest of the day, the e.t.'s are
aired, and they dwell more on regular
merchandise. "The e.t.'s are used pri-
marily to get listeners to remember
us, but even our regularly priced mer-
chandise is fantastically low-priced
and often our spots around 5 p.m.
will bring people into the stores be-
fore closing time the same evening."

Royce tries to keep a humorous sell
running through all of the John's
commercials, and when it comes to
the e.t.'s he generally pulls all the
stops. Among the zaniest of the re-
cent crop was a tie-in with Nikita
Khrushchev's U. S. visit. There is no
(Please turn to page 66 )

Lady execs rule
the sales roost
at Official Films

GRACE SULLIVAN'S day begins with a barrage of phone calls

Photos by Herb Levart

^ Grace Sullivan, director of national sales and secretary of firm; Sherlee
Barish, vice president, syndication sales, hold their own in a man's game

La<lv executives in the hard-boiled
sales sector of the tv film industry
come few and far between. And
Official Films is probably the only
tv company that can boast three top
female sales executives out of three
top sales positions: Grace Sullivan,
director of national sales, Sherlee
Barish, vice president in charge of
syndication, and Adrienne Douglass,
coordinator of international sales out
of Luxembourg.

Miss Sullivan and Miss Barish are
regarded in the trade as vivacious,
knowledgable, attractive ladies. Their
sex doesn't protect them from the
usual heavy schedule of agency calls,
equipped with film, pitch, et al. And
they are obviously a success, as evi-
denced by Official's profit position for
the first half of 1960.

In commenting with pride on his
somewhat unique sales setup, Official's
president Seymour Reed boasts that
"women seem to have more stamina
than men, and they cover more terri-
tory in less time." This being Offi-
cial's busiest selling season, with sev-
eral new five- and one-minute offer-

ings, Miss Sullivan and Miss Barish
are actively upholding his confidence
in them. They make between six
and eight agency and station calls a
day. "We've known some sharp sales-
men who start rubbing their ankles
after two or three daily calls," Miss
Sullivan said.

Miss Sullivan, a former high fash-
ion model, came to Official seven-and-
one-half years ago, when there was a
two-girl staff and "I did everything
from operating a switchboard to op-
erating a projector." At this time,
Official's product consisted of three-
minute music hall varieties and some
cartoons. Following Harold Hackett's
arrival as head of Official, Miss Sulli-
van became his secretary. In 1956 she
was made secretary of the corporation
and on 1 February 1960 was named
director of national sales. She also
supervises syndication sales in the
N.Y. area.

Her national sales task force con-
sists of two men. Do they mind a
woman boss? "In the tv industry,
people seem to be more broadminded
and don't mind a bit. We've got a

congenial shop," she replied.

As for the business in general,
"being a woman has a definite ad-
vantage as far as getting out and
meeting people," she said. "Ap-
pointments for instance are easier
for a woman to make because many
times agencymen are just plain curi-
ous about us. I am usually treated
very well, with most stations and
agencies seeming to put more effort
into advising me about my product
and the market," she told us.

Although most companies begin
hawking their tv wares in January
for the following fall, Official is ex-
periencing an early selling season
this year. "If you've got half-hour
or hour-long pilots to sell, January is
early enough," said Miss Sullivan.
"But we've not only got shows to
sell, we've got to educate agencies
and advertisers on how and where
to use them," she said.

Miss Sullivan began selling for
Official last January and had a "very
successful first month." About that
time Seymour Reed took over the
company as president, and the sales

SPONSOR • 17 OCTOBER I960 1

force had no chief. With Miss Sulli-
van's early sales record to back her
up (she called it "beginner's luck"),
she was made director of national
sales.

Miss Barish. with Official for five
years and before that with NTA, was
made vice president in charge of
syndication sales in June of this year.
She now makes calls on major mar-
kets only and has 10 field salesmen
working for her. Of these, two are
women. Mary Cox covers the New
England area for Official, and Kay
Herman, the Southwest.

Official however doesn't just hire
women for women's sake. It is diffi-
cult to find women with a film in-
dustrv background. "This is not a
I Please turn to page 62)

SHERLEE BARISH checks her appointment roster as
Miss Sullivan sets up another afternoon agency call

BUSY morning routine includes screening of
new material, such as this hour of 'Playboy's
Penthouse,' for program acceptance, along with
Joe Fusco Jr., of Official's station relations de-
partment; at the right, Miss Sullivan and Miss
Barish have a moment to enjoy an inside joke
on their way to respective agency calls. Both
isaleswomen make at least six daily agency or
! station visits during Official's rush selling season.

'SPONSOR • 17 OCTOBER 1960

SPONSORED PUBLIC SERVICE

^ New TIO report 'Interaction' details 1,038 public service programs on 264
individual television stations . . . many different types win advertiser backing

■Mast summer sponsor, in an article
titled "The New $25 Million Tv
Trend'" I issue of 25 July), reported
one of the most heartening develop-
ments of the new tv season — the in-
creasing number of network sponsors
who are backing public service and
public affairs programing.

This week, from the Television In-
formation Office comes a handsome
288 page report "Interaction" which
gives ample evidence that this trend
is extending to local public service
shows.

The TIO, under its director Louis
Hausman, and special project editor

Robert Louis Shayon, asked every
one of the country's 562 tv stations
(including the 47 ETV's) to send in
reports on the local public service
programs they had broadcast in the
18 months prior to April 1960.

Replies were received from 264
individual stations and 1,121 pro-

FROM THE NEW TIO STUDY: 160 LOCALLY-PRODUCED TV

COMMUNITY AFFAIRS AND PROBLEMS

Altoona, Pa.— Eye on Channel 10— WFBG-TV

Chattanooga— Point of View— WDEF-TV

Chicago— A Queen, the City, Its Future— WBKB

Dallas— Telescope— WFAA-TV

El Paso— 4 Noon— KROD-TV

Fort Dodge, la.— Calling Ed Breen— KQTV

Grand Rapids— Unit 8— WOOD-TV

Huntington, W. Va— News Conference— WSAZ-TV

La Crosse, Wis.— Coulee Crossroad— WKBT

Little Rock— Eye On Arkansas— KTHV

Los Angeles— 770 On TV— KABC-TV

Milwaukee— Special Asignment— WTMJ-TV

Nashville— Newsscope— Special Report— WSIX-TV
New Orleans— Byline Mel Leavitt— WDSU-TV
Omaha— The 10:25 Feature— WOW-TV

Peoria— It's Your Decision— WMBD-TV

Philadelphia— Eyewitness— WFIL-TV

St. Louis— Eye On St. Louis— KM OX-TV

San Antonio— Comment— WOAI-TV

Seattle— Seattle Report— KING-TV

Seattle— We Like It Here— KING-TV

Sio ux Ci ty— Channel 9 Reports— KVTV

South Bend -Elkhar t— Jac k Scott's Report— WSJV-TV

Tallahassee— Good Morning Show— WCTV

Tucson— Dateline Tucson— KOLD-TV

LITERATURE AND THE ARTS

Chicago— Books and Brent— W BKB

Ephrata-Moses Lake, Wash.— On Stage— KBAS-TV

Indianapolis— Easter Sunday Concert— WFBM-TV

Indianapolis — Indianapolis Symphony Orchestra —

WFBM-TV

Kansas City— Kansas City Hour— KCMO-TV

Nashville— Nashville Sings— WSIX-TV

New Orleans— Television Little Theatre— WWL-TV
New Orleans— A Tribute to Armando Agnini— WDSU-TV

Omaha— Concert Chorale— KETV

FOR BETTER SCHOOLS
Rockford— Graduation— WREX-TV

Syracuse— One O'Clock Scholar— WHEN-TV

SCIENCE AND TECHNOLOGY
Los Angeles — Adventure Tomorrow — KCOP

New York— The Magic Eye— WABC-TV

San Francisco— Science in Action— KRON-TV

CHILDREN AND YOUTH

Baton Rouge— Buckskin Bill— WAFB-TV
Chicago— Treetop House— WGN-TV
Detroit— Quiz 'em— WWJ-TV

Fort Wayne— Communism Looks at Youth— WPTA
Fort Wayne— Elektra Club— WANE-TV

Louisville— Hi Varieties— WHAS-TV

Meridian, Miss. — Quiz 'em on the Air — WTOK-TV

Miami— Youth in Review— WPST-TV

Oklahoma City— Miss Fran from Storyland— KWTV

Omaha — Playground Champions — KMTV

Rockford— Call On Casey— WREX-TV

San Diego— Zoorama— KFMB-TV

Syracuse— Magic Toy Shop— WHEN-TV

Valley City, N. P.— Teen Quiz— KXJB-TV

Yakima— Sports-o-rama— KNDO-TV

SPONSOR • 17 OCTOBER I960 1

BOOMS AT TV's LOCAL LEVEL

grams were reported. Of this total
TIO eliminated 83 shows which were
either straight newscasts or syndi-
cated shows in which the station was
not creatively involved.

The remaining 1.038 programs are
described in the "Interaction" study.

Even a cursory reading of the TIO
report cannot fail to impress observ-
ers with the extraordinary creativity,
originality, and effectiveness with
which the country's tv stations are
approaching their public service re-

sponsibilities on the community level.

To advertisers and agencies (as
well as station men) however, one of
the most interesting phases of the
TIO report is the number of these
locally produced public service shows
which receive sponsor backing.

Last week, spo.xsor editors went
over galley proofs of "Interaction"
and selected 160 programs which
were either partially, or fully adver-
tiser-supported.

Surprisingly, they fall into 14 dif-

ferent categories. (Of the 1.5 typea
of public service programs listed by
the TIO only the "formal education"'
classification failed to disclose evi-
dence of sponsorship.)

A detailed examination of a few
of the more important categories
shows the tremendous variety of im-
portant public affairs programs which
have attracted advertiser support.

In the "Community Affairs and
Problems" section, for instance.
WFBG-TV, Altoona's Eye on Chan-

PUBLIC SERVICE PROGRAMS THAT HAVE WON SPONSORS

GOVERNMENT AND POLITICS

HEALTH AND SOCIAL PROBLEMS

Austin— Press Conference— KTBC-TV

Birmingham— What's Your Problem?— WAPI-TV

Fort Dodge— Great Debate— KQTV

Columbus, Ohio— Juvenile Judge— WBNS-TV

Huntington— Man in Washington— WSAZ-TV
New Haven— Election '60 Spotlight— WNHC-TV

Detroit— Youth Bureau— WXYZ-TV
Hartford— To Live Tomorrow— WTIC-TV

Wichita— Election Party— KAKE-TV

SAFETY AND LAW ENFORCEMENT

Los Angeles— Divorce Court— KTTV
Los Angeles— Youth Court— KTLA

Cincinnati— Signal 3— WLW-T

Columbus, Ga— Operation Courtesy— WRBL-TV

Miami— To Smoke or Not to Smoke— WTVJ
Omaha— The Matter of the Heart— KETV

Lubbock— Traffic Report of the Air— KDUB-TV

San Diego— TV-8 Reports: "The Sex Offender"— KFMB-TV

St. Joseph— Big Jim and His Deputies— KFEQ-TV

San Francisco-Oakland— Doctor's News Conference—

RELIGION

KTVU

ORGANIZATIONS AND SERVICES

Springfield, Mass.— Chalice of Salvation— WWLP
FARM AND CONSERVATION

Abilene, Texas— Dateline, Abilene— KPAR-TV

Alexandria, La. — Almanac — KALB-TV
Amarillo— New Ideas— KGNC-TV
Atlanta— Today in Georgia— WSB-TV

Amarillo— Cotton John's Farm and Home— KGNC-TV

Cedar Rapids — Weather, Markets, and Farm News —
WMT-TV

Chicago— Farm Report— WBBM-TV

Atlanta— Two Belles— TV Edition— WAGA

Detroit— Michigan Outdoors— WW J -TV

Cadillac-Traverse City, Mich.— Scope— WWTV

Ephrata-Moses Lake— R. F. D— KBAS-TV

Cape Girardeau, Mo.— Breakfast Show— KFVS-TV

Evansville— Best in Hunting— Best in Fishing— WTVW
Florence, S. C— Southeast Almanac— WBTW

Columbus, Ohio— Morning Show— WTVN-TV
Harlingen, Texas— Table Talk— KGBT-TV

Memphis— Mid-south Today— WMCT

Kalamazoo — Feminine Fancies — WKZO-TV

Oklahoma City— Farm News and Markets— KWTV

Manchester — Revue Francaise — WMUR-TV

Philadelphia— Bill Bennett Show— WCAU-TV
Roanoke— Farm and Home— WSLS-TV
Shreveport— The Ark-La-Tex Farmer— KSLA-TV

Mobile— Woman's World— WKRG-TV

Monroe, La.— Clearing House— KNOE-TV

Norfolk— All-Navy and All-Air Force Boxing Shows—
WAVY-TV

Wilmington, N. C— Farm Beat— WECT

Winston-Salem— On the Farm— WSJS-TV

Norfolk— Story of the Peanut— WAVY-TV

NSOR • 17 OCTOBER 1960

nel 10 is a half-hour Sunday pro- mothers, and a small town weekly days a week. Channel 9 Reports 1
gram that focuses attention on such newspaper. on KVTV, Sioux City, is a monthly 1
problems as saving a local industry WKBT, La Crosse, devotes about half-hour documentary,
and improving slums, parks, libraries, half of its Coulee Crossroads show In the field of "Literature and the 1
and the state hospital. to farm problems. KABC, Los An- Arts," sponsored shows include On 1

KQTV, Fort Dodge, Iowa, has a geles, has in 770 on Tv a discussion Stage, presented by KBAS-TV, Eph- 1
program titled Calling Ed Breen and interview show which is the old- rata-Moses Lake, Washington, fea- 1
which presents two-way telephone est labor-sponsored tv program in ture a series of original tv plays writ-
conversations on local affairs, and has the world. WFIL-TV, Philadelphia's ten around dramatic and historical
covered such diverse subjects as gar- Eyewitness gives on-location film subjects of local interest,
bage collections, pension checks and reports in such local problems as The Kansas City Hour on KCMO-
a new government building. beatniks, drug addiction, mental TV presents monthly telecasts of

WOOD-TV, Grand Rapids, builds health, and transportation. the Kansas City Philharmonic Or-
95% of its Unit 8 programs around Comment on WOAI-TV, San An- chestra, while WFBM, Indianapolis,
its mobile unit which has taken sta- tonio, combines capsule news and a has had sponsored programs of the
tion crews and cameras to a migrant short editorial into a five-minute late Indianapolis Symphony. WWL-TV,
worker camp, a home for unwed evening program presented seven (Please turn to page 63)

SPONSORS BACK 14 TYPES OF PUBLIC SERVICE SHOWS

Parkersburg— Pulse of Industry— WTAP-TV

Utica— Good Living— WKTV

Peoria — Blue Ribbon Movie Intermission — WMBD-TV

Washington, D. C— The 25th Hour— WTOP-TV

Peoria— Fiesta Days— WMBD-TV
Plattsburgh— For You, Madame— WPTZ-TV

Wichita— Gard'n-wise Show— KAKE-TV

GENERAL ADULT EDUCATION

Roanoke— Saturday Show— WSLS-TV

Burlington— You Can Quote Me— WCAX-TV
Chicago— At Random— WBBM-TV

St. Joseph— You and Your Home— KFEQ-TV

St. Louis— The Charlotte Peters Show— KSD-TV
St. Petersburg-Tampa— Let's All Sing— WSUN-TV

Denver— On the Spot— KLZ-TV

Denver— Panorama— KLZ-TV
Detroit— George Pierrot Presents— WW J -TV
Detroit— World Adventure— WXYZ-TV
Durham— Reading Program— WTVD

Salinas— La Hora Mexico— KSBW-TV
Salinas— Town Topics— KSBW-TV

Sioux City— Club Hi-Lites— KTIV
Topeka— Rush Hour— WIBW-TV

Weslaco, Texas— Boy Scout Camporee— KRGV-TV

Durham— V. 1. P.— WTVD

Nashville— Noon— WSM-TV

New Haven— Yale Reports— WNHC-TV

Wilmington— Military Log— WECT

PRACTICAL ARTS AND SKILLS

New Orleans— Lsuno Profile— WWL-TV

Charlotte— Betty Feezor Show— WBTV
Charlotte— The Sportsmen— WSOC-TV
Chicago— Creative Cookery— WBKB

Phoenix— World at Large— KPHO-TV

San Francisco— William Winter Maps the News— KGO-TV

Seattle-Tacoma — Exposure — KTNT-TV

Shreveport— Dateline: Shreveport—KS LA-TV

Denver — Weekend Gardener — KLZ-TV

Durham— The Peggy Mann Show— WTVD

Evansville— Things that Grow— WTVW

Steubenville— Tel-All— WSTV-TV
Tucson— Desert Trails— KOLD-TV

Green Bay— Marianne Show— WFRV
Greensboro— Second Breakfast— WFMY-TV

EXPLORING NEW PROGRAM AREAS

Huntington— Garden Club of the Air— WSAZ-TV

Cedar Rapids— Seven Ages of a City— WMT-TV

Los Angeles— Art for the Fun of It— KTTV
Los Angeles— Gordon's Garden— KABC-TV
Los Angeles— Square Dance Party— KHJ-TV

Los Angeles— Expedition!— KCOP 1
Oklahoma City— Oklahoma Heritage— WKY-TV 1

Pittsburgh— Pittsburgh Cavalcade— WIIC 1

St. Joseph— Back in Your Own Backyard— KFEQ-TV

St. Louis— St. Louis— City of Flight— KSD-TV 1

Sioux City— You and Your Dog— KTIV
Spokane— Community Profile— KREM-TV

St. Louis— That Fabulous Summer— KSD-TV 1

San Diego— Target, USA— KFMB-TV 1

38 SPONSOR • 17 OCTOBER 1960 ■

■V

PRELL commercial from B&B uses slow-motion throughout as visual aspect carries burden of sell

Is slow-motion next
tv commercials trend?

Tv close-ups suggest
Prell's selling points

f it's occurred to you there's a no-
ticeable rise in the number of in-slow-
motion commercials on tv recently
it's not your imagination. (Don't be
surprised if it's the beginning of a
.trend.)

i Two of the brands using slow-mo-
tion commercials — Prell and Zest —
come out of the Benton & Bowles
i)hop. They are both, of course,
• products of P&G, often a bellwether
in video.

Of the two, the Prell films are the
-most arresting and significant. A
Lbrace of Prell commercials, turned
out by Transfilm-Caravel, are not
pnly in slow-motion in their entirety
out are also in extreme closeup
hroughout. Furthermore, they con-
tain only 47 words each — roughly
>ne-third the average amount of copy
ound in the usual one-minute tv

I The basic thinking behind the use
| >f slow-motion is not startling but
liiugurs well for the future of tv ad-
ertising. It is that the burden of
l!he sell should be visual rather than
ferbal.

|- The B&B group that conceived the
I ommercials I Ted Okon was the agen-
l]V producer), sought to put across
| jhe point that Prell concentrate sham-
j oo leaves the hair silky, soft, grace-
| al and expressive. Rather than em-
[ hasize this in words, B&B resorted
I p the film camera to see if these
i joints could be made pictorially.

Transfilm-Caravel's technicians un-
der Peter Griffith shot 27,000 feet of
film, which, T-C said, is about five
times the usual amount of footage
that would be shot under normal con-
ditions. The large quantity of film
stock was made necessary by the wide
variety of combinations in lighting,
camera lenses, filters, special effects,
etc., used in the tests. However, ex-
cept for dissolves, none of the special
effects were made in an optical print-
er, but were done by the camera
itself.

Background music in both commer-
cials is sensuous but scored different-
ly. One commercial has two guitars.
The other has an unusual combina-
tion of French horns, bongo drums,
harp, flute, drums, trumpet, violin —
in addition to human voices. Copy
in both commercials, written by Nita
DeBerg. is identical. The musical
director was Roy Eaton.

Neither of the commercials shows
a full head or, interestingly enough,
a full head of hair. Except for per-
haps one shot it would be hard to
identify the model, who was chosen
from a field of 150 for her special
combination of hair and facial char-
acteristics.

The B&B creative group is con-
vinced that, in addition to helping
sell beauty products, slow-motion
photography, well-conceived and in-
tegrated music and minimal copy can
benefit food products, too. ^

IrONSOR

17 OCTOBER 1960

'Those two SPONSOR
articles were wrong'

* Bruce R. Bryant, head of CBS Tv Spot Sales, take*
issue with practices screening buyer-salesman contact*

^ Rep executive says business moves too fast foi
plans which restrict the flow of day-to-day information

The author of this article is Bruce
R. Bryant, vice president and general
manager of CBS Television Spot
Sales. In it he takes issue with agency
timebuying practices detailed in two
recent SPONSOR stories. Both stories
involved — though in different ways —
the ever-present headache engendered
by the time consumed in contacts be-
tween buyers and sellers of air media.

restricts the flow of vital day-to-dav
information operate to the benefit of
the agency and client? Isn't this an
invitation for inaccurate availabilities
and opening the door for prospective
— "maybe this high-rated spot will be
available when you buy" — presenta-
tions? In a media that moves as fast
as spot tv, a method of speeding up
the buying process would be of more

value than one that slows it down
Let me take one point to illustrat
my case: The D. P. Brother agenc:
of Detroit has instituted a systen
whereby, after the availabilities havl
been received, the timebuyer goes ir(
to seclusion, completely out of contao
with the representatives for a weet
During that time he makes his buyirul
decisions and has them transmitta

■ n the 12 September issue of SPON-
SOR, back-to-back articles described
new systems instituted by two sepa-
rate advertising agencies in an effort
to "streamline media-agency relation-
ships." The Stories were, "New Relief
for Old Time Squeeze." which de-
scribed the method employed by Fitz-
gerald Advertising. New Orleans, and
"Don't Call Us— We'll Call You,"
which presented D. P. Brother's closed
door buying policy in Detroit. Being
a firm believer in vocal and visual
station representation. I would like to
take issue with these practices.

Many of the reasons set forth fa-
voring a locked-up system of buying
are undoubtedly valid. There is no
question in my mind but that, partic-
ularly during the heavy buying sea-
sons, media buyers are hard pressed
for time.

They certainly do not have time to
see media representatives who have
nothing im]>ortant to say. At the same
time, when buying is hot and heavy,
a media representative that does not
have a concrete, valid proposal to
make is wasting his time, too.

Since television and radio are such
dynamic media, can a system that

HOW GOOD SPOTS CAN BE LOST

Chart below shows rate at which prime 20-second availabilities are sold on
CBS Television Spot Sales station. Ratings shown are the average for a ye

WEEK ENDING

7/25

8/1

8 8

8/15

8/22

8/29

9/6

9/12

DAY & TIME

RATING

Thu